Infusion Organique / 2016
Project Description
Select a brand that is dying, defunct, or dead and identify its core. Revive the brand by repositioning and expanding the brand mission, audience, and strategy, and then create a new brand identity and extend into multiple visual expressions of the brand.
Project Concept
I chose to rebrand Infusion Organique, a fragrance brand established in 2008. The original Infusion Organique tried to convey an elegant mood for women with its flower illustrations, but it did not stand out among other fragrance brands because of its weak design and uncompetitive prices. Breaking away from the original mission, I extended the idea to what
concepts audiences associate with the brand, which are refreshment and relaxation, and then created a new identity.
The two circles indicate that their different types of ingredients, which are derived organically and scientifically. The leaf graphic that is created by the intersection of the circles represents nature. The overall shape is simple and centered, which suggests the ideas of relaxation, comfort, and a focused mind.
