Serene makes beautiful smelling, wearable essential oils. It’s a novel approach. Essential oils are more often used as candles or with vaporisers, and they’re traditionally associated with strong unfashionable scents. How could Serene clearly communicate its unique difference to take their business to the next level?
Packaging & POS
We decided to brand Serene as “perfume oils”, and position it as the perfume of essential oils: an integral part of a modern, fashionable lifestyle. We kept Serene in the essential oil category, as it would be easier to convince essential oil users to replace their perfume with Serene than it would be to convince perfume users to switch to oils. But we would use the language and visuals of perfumes to distinguish Serene within the category…
Small but important changes were made to the colour scheme and iconography of Serene’s packaging, to make it more visually attractive and consistent as a set.
A new brand slogan, “The balance to be”, embodies the mindfulness that Serene helps consumers achieve, as well as the brand’s balance of self-care with style. We continued this theme into the design of a new gift box, which uses stunning photography to suggest nature within a fashion context.