Positioning / Naming
2001 relaunch of Bath & Body Works Aromatherapy collection. Creative direction for change in positioning from 'new age', to 'authentic apothocary' featuring monochromatic text only labels, & traditional apothocary shapes. 90 item collection increased annual sales by 40%.
A brand created for the college / license market where traditional candles are not allowed in dorms.
Created name, positioning, graphics for olive oil based cleaning & personal care line for Sur La Table, Seattle based retailer.
Created positioning and name for candle brand featuring an updated version of Americana based on the Shakers. For American Greetings / Wal-Mart.