Brand Standards
Expanding a Brand
There’s a science to positive vibes. Good Chemistry is here for it with affordably fun fragrances, cruelty-free formulas and the know-how to create a positive reaction (from our nose to your toes.) This clean, fragrance-led brand is completely transparent with it’s ingredients and creates a mood boosting positive connection. When I met this brand, it had a solid following and foundation at Target and was ready to launch beyond.
She’s scrappy, punchy and playful all while being honest and informative. My job was to continue the momentum of the brand while giving it a boost of energy through collaboration with the in-house marketing, fragrance and product design team. Leading this talented team, we established solid brand standards and systems for expansion, created bold asset libraries of illustrations and photography, and collaborated to create new fragrances and categories to expand into home and body.
View Site: goodchemistry.com
Art & Packaging Guidelines: Taisha Sveda / Production Design: Rachel Freed / Brand Guide Design: Madeline Fix
In-House Photo and Video
In-House Efficiencies
The internal creatives at Good Chemistry are beyond talented and multifaceted. Putting all of their skills to good use, I led this passionate team into the the launch of their new fragrance for 2023. Coffee Cloud came from the brilliant mind of Fragrance Director, Greta Pagel. With notes of bergamot, espresso and cedarwood - Coffee Cloud is balanced + brave with a cozy style.
Leveraging our internal marketing designer Kristin Verby's photography background, we gathered some lovely faces and hands from around the office and I revived by styling tools to create assets for our marketing partners to promote the new fragrance with all the fanfare it deserved. Coffee Cloud’s launch rocketed it to become a top performing fragrance for Good Chemistry, second only to it’s most loved, Queen Bee.
In-House Photography and Video: Kristin Verby
New Fragrance Design & Launch: Not That Vanilla
Creative Collaboration for the Win
My absolute favorite thing to work on is anything collaborative. I love the magic that ignites when one person’s idea sets the fire for another person’s thought. When you see the spark of the idea light. And when you watch it grow. This is the magic that ignited Not That Vanilla. Vanillas are everywhere in fragrance. And, per the trend, we needed one. But, gah… not another one!! Genius as she is, Fragrance Director Greta Pagel had just the thing. A vanilla that isn’t, really, all that vanilla. And superstar designer Taisha Sveda had other ideas than being anything but bland for this new packaging. Put those two in a room and watch sparks fly! I gave it a name, and what an honor. Not that Vanilla couldn’t fit it any better. Taisha’s design and mood paired with Greta’s beautiful fragrance descriptions sent me in a darker, moodier path for the styling and photography with the legendary Lauren Krysti. We set the set on fire. Literally. The response to the launch has been extrodinary. Just like us, it seems, everyone was looking for something Not That Vanilla too.
Product & Packaging Design: Taisha Sveda / Fragrance: Greta Pagel / Production Design: Rachel Freed / Photography: Lauren Krysti
New Category Launch: Home
Launching a New Category
Homes deserve good vibes too - and ingredient transparency. With tins, glass candles and bold refill cups, Good Chemistry candles stay true to the brand ethos of environmental responsibility. 8 unique, essential oil based fragrances with mood boosting blends were created to reflect the positive natural nature of the brand.
The launch into this category required introduction of the brand as well as education to a whole new audience for Good Chemistry. Refillable candles is still a pretty new concept to most, so instruction was crucial. I collaborated with Photographer Tyson Crockett to keep the upbeat positive vibe of the Good Chemistry brand with talent to help demonstrate the refillable formats and playful nature of the fragrances. Our in-house marketing designer, Kristin Verby, (to the rescue again) captured dynamic video content to introduce the new category through our social channels and web.
Product & Packaging Design: Taisha Sveda / Fragrance: Greta Pagel / Production Design: Rachel Freed / Photography: Tyson Crockett
New Fragrance Design & Launch: Unknown Legend
Pushing Beyond Boundries
Known for it’s Women’s fragrances, Good Chemistry knows that we all don’t fit into a box. Unknown Legend emerged from spaces unknown, unlabeled, and undefined. Where you don’t have to be this, that or the other thing. It’s just free. It can be for he, it can be for her, it can be for you and it can be for me. The Unknown Legend launch aimed at creating a fragrance for anyone who loves a warm fire agains the never-ending desert sky where reassuring meet rebellion. Created in collaboration with Fragrance Director Greta Pagel, Designer Taisha Sveda, and Art Director Madeline Fix, this collection forged a new path for the Good Chemistry brand and as a true labor of love, is one that I am most proud of.
Product & Packaging Design: Taisha Sveda / Fragrance: Greta Pagel / Production Design: Rachel Freed / Photography: Lauren Krysti / Art Direction: Madeline Fix