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 task was no small one: create a new brand platform to inspire Caldrea creative expression as they evolve the brand for a flourishing future in e-commerce. 

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. 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. 

We created an origin story—verbal and visual—for every one of Caldrea’s scents. We used all five senses to weave these narratives, leaving just enough open to interpretation and reinvention through the Maximalism platform.

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