A scent becomes
a place.
Home Fragrance Co brings together fragrance ranges with different personalities. This selected in-house work gives those products a clearer story, from the name on the box to the way the range is presented online.
Aromabotanical’s brand refresh and Serenity Vivid’s range extension connect product development with the way customers discover and choose a fragrance.
The starting point.
A candle is bought for more than its ingredients. Its colour, name, packaging and imagery help someone imagine it in their home or choose it as a gift. For a business carrying several ranges, those details also need to make each brand distinct.
The challenge.
Aromabotanical’s ingredient-led names and busy packaging were at odds with the more sophisticated position the range was intended to occupy. Alongside that refresh, Serenity Vivid needed to grow into new formats without losing its recognisable character.
Give Aromabotanical a stronger premium presentation, and give new Serenity Vivid products a clear place within the existing range.
Give the fragrance
somewhere to take you.
The Aromabotanical refresh moved from ingredient descriptions towards evocative destinations. Lemongrass & Ginger became Koh Samui: the fragrance could now suggest a place and a mood, alongside its scent notes.
The identity was simplified so colour, product and story could carry more of the impression. Less decoration and a clearer hierarchy supported the intended price position; soft-touch packaging added a physical expression of the same idea.
For Serenity Vivid, consistency mattered in a different way. New scents and formats needed enough individuality to be easy to distinguish, while still looking like part of one range.
Build the story
into the product.
The Aromabotanical work brought together a new logo, destination-led names, fragrance stories and soft-touch boxes. The packaging gives the product a quieter frame, with information organised around the experience rather than competing for attention.
Serenity Vivid extended from candles and diffusers into room sprays and air fresheners, working with overseas suppliers. Fragrance sourcing, four new scents and a market-informed colour palette helped the additions sit together.
Product imagery and the Home Fragrance Co ecommerce design carry the same thinking into discovery and browsing: an expressive first impression, followed by a structured view of the range.
A shared home
for distinct ranges.
Campaign imagery introduces the feeling behind a collection. Product grids then give the individual items a consistent place, allowing customers to compare what is available.
The role of the ecommerce presentation is to connect the brand story with the practical detail of a product. The range can feel expressive while the shopping structure stays familiar.
A stronger range story.
Room for the next product.
Aromabotanical’s refresh connected its naming, identity and packaging around a more premium presentation. Serenity Vivid gained new formats and fragrances within a shared visual system.
Together, the work gives the business a coordinated way to present its products across packaging, imagery and ecommerce. The commercial aim is clearer differentiation and product choice; the documented result is the brand and range development shown here.
Credits
- Business
- Home Fragrance Co
- Project context
- Aromabotanical and Serenity Vivid work developed in-house at HFC.
- Selected work
- Brand and range development, packaging, art direction and ecommerce presentation.
- Imagery
- From the supplied HFC project portfolio and product archive.
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thinking?
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