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Brand identity

Brand voice

Copywriting

I was part of the lucky team that got to savor an intoxicating Caldrea re-brand! We embraced concepts of maximalism and layered sensory experience to reimagine this beloved brand of home and body care products known for inventive and transportive fragrances, all the while maintaining connection to core brand equity to bring longtime fans along.

Partnering with Caldrea and a design team to envision an invigorated identity, and then dream up stories for each fragrance, was one of the most extraordinarily creative endeavors of my career. With lots of customer love resulting from the collaboration.