THE CHALLENGE:
Frasier Fir is the quintessential fragrance that sparks traditions and conjures joyous memories. Our challenge was to evolve and reinvent the Frasier Fir brand by demonstrating that Thymes is a leader in the home fragrance holiday marketplace.
Original Frasier Fir Packaging
OUR APPROACH:
Celebrate the success of Thymes’ most popular collection with new designs and accessories that echo the fragrance’s forest heritage bringing a sense of beauty that’s as enjoyable as the scent itself. We needed to capture the wood scented brand essence. We examined the equity the original brand elements: Tree Icon, Pine Needles and Plaid.
Original Brand Elements to Be Revised
THE SOLUTION:
- Push the branding forward by increasing ownability across elements to differentiate Frasier Fir in a saturated market.
- Introduce innovation and novelty via packaging and new products while maintaining a strong sense of tradition.
- Use the theme of “time” and “tree rings” as a nod to the evolution and growth of Thymes over the past years.
- Amp up the “giftability” aspect of the products.
New Brand Elements
Highlighting Giftability
The allure of freshly cut pine brings joyful memories of the past and brightly illuminates the present. This is the scent of the season: Thymes Frasier Fir. Classic. Timeless. To savor and to share.
THE RESULTS:
The Frasier Fir rebrand is enthusiastically embraced by retailers with product buy-in up 15 – 20 % over previous years’ sales.