Caldrea

The insight:
The in-person shopping experience had always been powerful in attracting those with fine taste to Caldrea. Brand lovers of the SC Johnson premium home and cleaning product love lingering over the bottles, sneaking a sniff, or sampling the fresh lotions. However, changes in the marketplace made the business model, with its reliance on boutiques as outlets, unsustainable and lacking the required scale. 

The assignment:
Create a new brand platform to inspire the Caldrea creative expression as they evolve the brand for a flourishing future in e-commerce. 

To succeed as a multi-sensory brand in a world with limited senses, we built a living, breathing digital brand language meant to translate and transcend scent. 

The platform concept:
We evolved Caldrea into a richer, more immersive sensorial brand, open to all the possibilities of digital expression. While most of the competition was focused on simplicity and Minimalism, we created a platform founded in Maximalism.

• BRAND LEVEL: Caldrea celebrates scent as style. 

• PRODUCT LEVEL: Scents have unique personalites that help you squeeze the most out of life. 

The approach:
Each of Caldrea’s premium scents was given a verbal and visual origin story. We used all five senses to weave these narratives, leaving just enough open to interpretation and reinvention through the Maximalism platform.

Delivery:
We created a spectrum of label designs as stimulus for testing and comprehensive platform playbook documenting our learnings and the scent stories.

Design and design direction, in partnership with the team at Hornall Anderson.