Refresh Bloome’s brand identity and packaging system to create a cohesive, contemporary visual language across its air care and decorative home fragrance ranges.
Overview
Bloome required a complete brand refresh to reposition its home fragrance range within the retail market. I developed a new logo and visual identity before redesigning packaging across candles, plug-in air fresheners, reed diffusers and refills.
The challenge was to bridge the premium world of decorative home fragrance with the brighter, fragrance-led world of air care. A clean, modern typographic identity, paired with a subtle leaf icon referencing Bloome’s existing brand, created a flexible system that unified the range while keeping fragrance at its heart.
The packaging was restructured around four fragrance families, creating a consistent architecture across different product formats and making the range easier to navigate in-store. Each fragrance is given its own distinctive colour palette, helping to differentiate scents while maintaining a cohesive overall range.
Botanical imagery brings each fragrance to life, reflecting its individual scent profile and creating a strong visual connection to the product. A clear hierarchy places the Bloome identity, fragrance name and key product benefits consistently across the range, while bold fragrance-led graphics maximise shelf impact and strengthen recognition across candles, diffusers, plug-ins and more.
During the finalisation of the artwork I also developed the messaging and design for a B2B trade deck, presenting the intended brand refresh and packaging to retail, which helped secure a nationwide launch in Poundland stores across the UK.
To support this launch, I created a suite of point-of-sale materials including shelf barkers, aisle blinkers and floor graphics.
To coincide with the range going on general sale I developed motion graphics for the B2B trade launch, bringing the new identity to life across LinkedIn and the transactional website.
