Agraria has eight core fragrances. All products in the line are divided into two sub-collections. The Nob Hill Collection with four fragrances and Santa Barbara Collection with four. This originally made for a nice, neat merchandising set up when the collections were launched.
The challenge was that Agraria would develop individual skus in various fragrances (based on demand). This combined with a sales strategy of only selling full collections, resulted in a very uneven retail presentation. The two collections strategy didn't accommodate dropping fragrances that didn't perform, promote those that did, or build an awareness for any individual fragrance.
I planned to
change this strategy by building an identity for each fragrance. It could exist in the current brand structure but eventually would shift the entire product line to accommodate a clear interest in shopping by fragrance.It started with the Bath Bar. I designed eight unique prints for the eight fragrances. I used each print as a paper wrap for the bar and sealed them with a gold logo buckle and green ribbon band...as you can probably see for yourself.
-rm
