Positioning / Naming
BBW Aromatherapy Relaunch
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%.
Name & Identity - Campus Candle
A brand created for the college / license market where traditional candles are not allowed in dorms.
Netto Natural Cleaning Line
Created for Changing Paradigms for Target pitch. Name, positioning, copy, graphics.
Created name, positioning, graphics for olive oil based cleaning & personal care line for Sur La Table, Seattle based retailer.
Candle Brand for Wal-Mart
Created positioning and name for candle brand featuring an updated version of Americana based on the Shakers. For American Greetings / Wal-Mart.