Client
Fill Mill
Services
Brand & Marketing
Let's launch a refillable candle brand
I helped build a candle subscription brand from the ground up—tackling everything from customer and market research, brand positioning and identity, to product design, custom scent development, and launching the brand with a Shopify site, paid and organic social.
CREATIVE STRATEGY CREATIVE DIRECTION MARKET RESEARCH PRODUCT DESIGN PERFORMANCE MARKETING E-COMMERCE
Creative Strategy
Prior to launch, I led customer interviews and validated core personas, pain points, and value propositions which we used to define the brand, marketing, and product strategy.
E-commerce & Social
We built an MVP subscription site to launch the brand, and ran both paid and organic social content to validate messaging and product market fit.
Product Design
I led creative direction on product design and packaging, using insights from early customer interviews. Our "Mills" feature a patented magnetic locking system, which we featured prominently as a design differentiator. We leaned into sophisticated neutral colors and finishes so they look great as decor pieces even when not in use.
Scent Design
I worked with a leading fragrance developer to design 15 premium scents, using data from customer interviews, competitive analysis, and early reviews on our starter set. I crafted the naming and messaging for all our scents, each telling a unique story that invted customers to craft their personal scent journeys.
Credits
Creative Director, Bespoke Post Private Labels: Marcelo Cardoso Bespoke Post Chief Merchandising Officer: Leann Greto Brand Associate Creative Director: Dina Witten Graphic Designers: Marjorie Chamberlain, Shelly Lu Product Designers: Tim Predzimirski Product Developers: Meg Amsterdam, Francisco Munoz Photographers: Kevin Wells, Jay Mason, Drew Gardner, Photo Art Direction: Claire Levy, Dina Witten