ModivaScents
A scent you see before you smell.
Nobody smells a post. Photography, type and light do the persuading long before the nose is consulted, and the purchase is half made by the time the cap comes off a tester. So the identity had to carry the smell.
The codes are a password. Speak them fluently.
Dark luxury, warm light, serif restraint. Break them and a new brand reads as cheap. Own them with discipline and it reads as established. Modiva had a second problem on top: a brand new name with no history to lean on.
01
The eye buys first. Art direction is the product until the bottle is in hand.
02
Category codes are a password. Speak them fluently, then add one accent of your own.
03
A new name needs old bones. The mark must feel established on day one, not launched.
The logomark
Four values, and a rule for where each one goesColour
#720007
The system is written down.
A full brand guideline fixes the logo, colour and type rules, so the house reads the same on a bottle, a bag and a billboard as it grows past the launch.
The audience had to earn the reveal.
Four teasers ran in sequence: the backlit line-up, bottles in shadow, an address, a website. Each gave away a little more, so that by launch day the audience had already guessed and only wanted the name confirmed.
Four teasers, then the name
Stories ran the same arc vertically, and a web banner carried the reveal onto the site. Three formats at launch, one unbroken mood.
Off the feed, into the hand.
Packaging, the shopping bag and the live storefront carry the mood the campaign built into the part the customer actually holds.
It launched looking like it had history.
14
Pencil explorations to land one tulip mark
4
Teasers in the reveal arc, A through D
3
Formats at launch: post, story and web banner
A scent you see before you smell.