Baobab Collection Rebrand

Until now, the Baobab Collection lacked a distinctive brand narrative, an iconic identity, and diverse product offerings. They needed to update its visuals to align with modern market trends and appeal to younger generations.

The new 'Heart of Baobab' collection, a signature series for the home fragrance brand. Drawing inspiration from the baobab tree trunk's hollows, which remarkably store up to 300 liters of water—a true marvel in the harsh, arid environment of the African Savannah. This collection emphasizes the tree's resilient spirit by showcasing the hollow in its glass form, transcending from scented candles to diffusers, essential oils, and room sprays.

The logo is inspired by the baobab tree, also known as the upside-down tree, with branches that look like roots sticking out of the ground. Color-coded packaging that represents top note (black rose), heart note (oud wood), and base note (saffron) for easy identification and enhanced brand recognition.

To quickly engage customers with the baobab tree story, the design emphasizes an enriched tactile experience and rapid narrative comprehension. The three-step opening ceremony unfolds in three stages, beginning with the retail box. Initiated by pressing the die-cut hole at the bottom, customers can pull out the product encased in light glass packaging nestled within a recycled paper pulp insert. The final act involves peeling off the seed paper label, highlighting the sustainable materials employed throughout. The opening method invites potential buyers to physically interact with the product, offering a tactile experience that is essential to understanding the product's quality and backstory.