Saje—an essential oil retailer that has been committed to holistic wellness for over 30 years—wanted to refresh their brand to better enable market expansion. Clarity of product value, science-backed credentials, sensorial experience and a commitment to diversity were top of mind.
As always we worked closely with leadership to revisit and redefine the brand strategy which unified our goals and highlighted where our updates would have the most impact.
As always we worked closely with leadership to revisit and redefine the brand strategy which unified our goals and highlighted where our updates would have the most impact.
We started with the brand voice—moving from the sincere, adjective heavy formula leveraged by many wellness brands to the tone of a friendly expert committed to your health and happiness. The goal was relatability and trust—that your real and relatable journey was seen and supported along the way.
We adjusted the messaging to state the clear value and impact as well as what you could expect the products to smell and feel like so that there was less confusion in online shopping experience.
Clarity in messaging also extended to the clean category as a whole—a space that is broad and unregulated and often confusing as to what claims might mean. We worked hard with the regulation team to define and articulate what the 100% Natural commitment means at Saje—and made it public to provide transparency and visibility.
We adjusted the messaging to state the clear value and impact as well as what you could expect the products to smell and feel like so that there was less confusion in online shopping experience.
Clarity in messaging also extended to the clean category as a whole—a space that is broad and unregulated and often confusing as to what claims might mean. We worked hard with the regulation team to define and articulate what the 100% Natural commitment means at Saje—and made it public to provide transparency and visibility.
We approached the visual update with restraint—leaving the established logo as-is and addressing fonts, palette and art direction to bring a simplicity and warmth to the work. Our art direction shifted to a cleaner, brighter tone and we moved the focus to real people in campaigns and partnerships. We leaned into greens for the brand palette and took an editorial approach to layout—specifically focusing on an aesthetic that was broader in appeal and translated well from the in-store experience to online.
