Febreze Air/Mist Collection Rebrand
This work is associated with the actual brand and was executed during my tenure at Landor & Fitch.
The project was a pivotal component of our broader brand refresh initiative. Our goal was to rejuvenate the brand's identity, emphasizing sensorial immersion, premium quality, and a deep connection with consumers. We embarked on a creative journey that spanned multiple rounds of revisions, involving both our internal team and our valued clients.
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The primary objective of this project was to revitalize the Febreze Air/Mist Collection by creating packaging that resonated deeply with consumers. Our mission was to:
Immerse Consumers: Febreze is more than just an air freshener; it's an experience. We aimed to immerse consumers in a sensorial journey through captivating packaging that appealed to multiple senses.
Maintain Premium Essence: Despite our focus on sensorial elements, we were committed to preserving the premium essence that Febreze is renowned for. The packaging needed to convey luxury and sophistication.
Evoke Emotions: Febreze stands for freshness and comfort. We wanted our packaging to evoke positive emotions and make consumers feel at ease while enhancing their environment.
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Our approach to this project incorporated a range of design elements to achieve our objectives:
Immersive Imagery: We carefully selected and crafted imagery that transported consumers to tranquil, refreshing environments. These visuals created an immediate connection with the sensorial experience Febreze provides.
Strategic Typography: The typography was chosen to convey warmth and comfort, reinforcing the emotional connection. We used fonts that resonated with the brand's identity and mission.
Shapes and Colors: The use of specific shapes and a soothing color palette added to the immersive experience. Soft, inviting colors and shapes complemented the brand's identity and created a sense of serenity.
The images below are a sneak peek of the visual inspiration and process for the rest of the campaign through collaboration through miro with co-workers, storytelling and mood-boards.
Results
The Febreze Air/Mist Collection Rebrand is a testament to our commitment to the brand's rejuvenation. The packaging successfully immerses consumers in a sensorial journey while maintaining the premium essence of the brand. It evokes emotions, making consumers feel refreshed, comfortable, and uplifted.
Through meticulous design revisions and collaboration with our team and clients, we achieved a packaging that embodies what Febreze stands for and how it wants to make its consumers feel. Every aspect, from the choice of type and imagery to shapes and colors, reflects the brand's essence and mission.
