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selected case studies
OdiN . 21 dROPs . suKi . Old NaVY
Foundry nyC InC d.B.A As odIn new york FrAgrAnCesOpening its first boutique in 2004, Odin New York was the first male-specific destination
to offer the latest styles from established designer labels and emerging talent. Best
described as New York’s “discerning curators of style”, Odin New York has grown into
a multi-destination retailer earning itself the “Rising star award” from Fashion Group
international, ranking #3 in WWd Men’s survey of “america’s 50 Most influential Men’s
stores” and garnering the title of “Best Men’s Fashion store” from New York Magazine.
With a strong, loyal following, Odin New York has and continues to be pivotal in the
growth and evolution of contemporary fashion.
roLeJoint venture, co-founders of Foundry NYc inc: Holding company for Odin New York
fragrances.
goALexpand Odin New York’s reach from a domestic cult fashion retailer to global visibility
experienced through brand extension in fine and home fragrance categories targeted to
both men and women. Build new endeavor intended to stand independently from brick
and mortar business.
resPonsIBILITIescReatiVe MaRKetiNG . cOPYWRitiNG . desiGN . PROduct deVelOPMeNt .
PROductiON . stRateGY . OPeRatiONs
• Create brand language through proprietary naming system and destination-inspired
copy to be expressed in product packaging and print collateral.
• Design and implement new brand assets to enhance consumer experience in product
packaging, training tools and in-store signage for both fine fragrance and home
fragrance categories.
• Develop and manage product creation from concept to completion: sourcing,
fragrance formulation, packaging and supply chain logistics through finished goods.
• Establish and oversee domestic and international sales strategy and contractual
negotiations with global distributors.
CLIenT: OdiN
roLe: cReatiVe MaRKetiNG . cOPYWRitiNG . desiGN . PROduct deVelOPMeNt . PROductiON . stRateGY . OPeRatiONs
CLIenT: OdiN . PacKaGiNG desiGN aNd PROduct deVelOPMeNt
01 SUNDA 04 PETRANA02 OWARI 06 AMANU03 CENTURY 07 TANOKE
04 PETRANAEDP 100ML
Created by Jean-Claude Deville
2010 – DROM Fragrances
Transported to a Jordanian desert landscape covered in
blooming Black Iris comes a floral scent that reveals its dark
complexion from earth to air. The heart of Petrana emerges
from a foundation of wild orris root and green violet leaf
absolute. Herbaceous coriander, spicy pink pepper and deep
purple cassis float above the blooms infusing luminous freshness.
Top notes : Deep Purple Cassis, Pink Pepper, Herbaceous Coriander
Middle notes : Black Iris, Violet Leaf Absolute, Garden Heliotrope
Base notes : Wild Orris Root, Earthy Vetiver, White Musk
CLIenT: OdiN . PROPRietaRY NaMiNG aNd destiNatiON-iNsPiRed cOPY
CLIenT: OdiN . BROWNs lONdON 40tH aNNiVeRsaRY iNstallatiON
FALL 2010
OCTOBER 2010
Wmagazine
NOVEMBER 2009
Now Smell This
Gift Sweet
The partners behind hip men’sclothing mini chain Odin NewYork recently teamed withrenowned fragrance house Drom to create three unisex scents: Nomad is a tempered sspice, Owari a grown-up grapefruit and Century a sweet woodsy blend.$110 each; odinnewyork.com
25
APRIL 2010
...odin’s #04 petrana is a redolent juice of coriander, pink pepper, and cassis.
CLIenT: OdiN . PuBlicitY
“In these challenging times, nothing can hold back their entrepreneurial drive and their vision is the future of the business we all love.” -Mary Ellen Lapsansky, Vice President of The Fragrance Foundation
“These independent creators play an important role in our industry by engaging the consumer with their unique stories.” -Cos Policastro. EVP, Fine Fragrances, Givaudan
2010 FIFI BEST PACKAgINg Men’s Prestige Finalist for Odin 01, 02 and 03
2011 FIFI PERFUME ExTRAORDINAIREFinalist for 04 Petrana
2012 INDIE FIFI AWARD
CLIenT: OdiN . acHieVeMeNts
21 droPs21 drops is a thoroughly modern line of therapeutic grade essential oils created to
counteract the effects of our thoroughly busy lives. their artisanal blends are 100%
natural. tried, tested and incredibly effective. designed for use anytime, anywhere.
roLeBranding, Marketing and design Partner, social Media.
goALcompletely transform the perception of aromatherapy by creating a marketing and
design solution that elevates and redefines a typically uninspiring category. develop
and implement a first of its kind brand aesthetic and initial identity within a twelve-
month time frame meeting strict fourth quarter launch expectations while staying true to
brands mission to replace synthetic pharmaceuticals with blends that counteract the 21
daily concerns that plague us the most.
resPonsIBILITIescReatiVe MaRKetiNG . stRateGY . cOPYWRitiNG . desiGN . PROduct
deVelOPMeNt . ONliNe stRateGY
• Design product packaging that defines the brand architecture as a combination of
modernity and age old tradition through portability, individual identity and product
preservation to easily deselect from 21 skus.
• Develop seasonal marketing strategy and oversee execution from concept to finished
initiative.
• Create and implement branded copy to ensure approachability and consistency at
multiple consumer touch points including: POs materials, social media and training /
marketing assets.
• Construct social media strategy to act as a platform for active followers to communicate
as brand ambassadors in order to enhance awareness and increase revenue.
CLIenT: 21 dROPs
roLe: MaRKetiNG . stRateGY . cOPYWRitiNG . desiGN . PROduct deVelOPMeNt . ONliNe stRateGY
pentawards
GOLD AWARD2011
pentawards
GOLD AWARD2011{
{
CLIenT: 21 dROPs . acHieVeMeNts aNd RecOGNitiON
CLIenT: 21 dROPs . PacKaGiNG desiGN
Dist. 21 Drops, LLC. Delray Beach, FL 33483
877.673.7677
www.21drops.com
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Try Me
A thoroughly modern line of therapeutic quality essential oils created to counteract the effects of our busy lives. Exotic in origin, ancient in derivation and proven in application. At 21 Drops, our artisanal blends are 100% natural: (certified organic or wild-crafted) tried, tested and incredibly effective. We’ve taken what we already know, have known for millennia, about the healing properties of plants. And combined it with what we know about bodies, hearts and minds.
The science of healing behind 21 Drops uses natural chemicals found in essential oils to stimulate the olfactory sense, which in turn affects the chemistry in our bodies and causes change. 21 Drops is a healthy alternative to pharmaceuticals without the long list of side effects. It’s all about replacing the bad with the good!
The result? Aromatherapy beautifully portable, reassuringly time-honored and incredibly effective.
Pulse Points• Blends can be applied to numerous pulse points, however the most popular point is on the inside of the wrist. Apply preferred blend to inside of wrist and inhale through the nose.
Benefits of Skin Application• Pulse points allow for easy absorption.• Essential oils repair the skin while simultaneously addressing their primary function. • Some essential oils are topical analgesics and provide a pain-killing effect.
1. Crown of head
2. Temples
3. Behind ears
4. Neck
5. Upper and lower back
6. Under the nose
7. Abdomen
8. Collarbone
Energize the body, help oxygenate the blood and promote blood flow. This blend is about getting the fire started.
The Oils: Cedarwood, Rosemary Leaf, Black Pepper Seeds and Juniper Fruit
Stimulate the lymphatic system to help flush toxins from the body, dispel nausea and ease water retention. This blend reverses bad decisions made the night before.
The Oils: Juniper Fruit, Geranium Leaf, Lavender Flower and Cardamom Seed
Take the edge off symptoms of menopause from hot flashes, irritability to mood swings and fatigue. This blend helps you embrace change.
The Oils: Orange Fruit Rind, Geranium Leaf and Cedarwood
Take the edge off, calm feelings of anger and ease frustration. This blend diminishes the drama.
The Oils: Orange Fruit Rind, Vetiver Root and Jasmine Flower
Settle the stomach, stimulate digestion and enhance metabolism. This blend helps you nourish and absorb.
The Oils: Cardamom Seed, Ginger Rhizome, Orange Fruit Rind and Chamomile Flower
Works on the nervous system to hush a racing anxious mind and settle states of restlessness and agitation. This blend stops the tossing and turning.
The Oils: Sandalwood, Ylang Ylang Flower, Palmarosa Grass and Vetiver Root
Combat overindulgence by working on the underlying emotions often associated with unchecked longing. This blend goes a long way to help you feel satisfied.
The Oils: Cardamom Seed, Grapefruit Rind and Juniper Fruit
Release blocked energy, increase creativity and inspire action. This blend sparks productivity.
The Oils: Cedarwood, Sandalwood and Black Pepper Seeds
Increase endurance, restore motivation and boost resolve. This blend makes you the master of your fate.
The Oils: Cedarwood, Ginger Rhizome and Geranium Leaf
Stay cool under fire, encourage graciousness, diplomacy, balance and decisiveness. This blend puts you at ease.
The Oils: Frankincense Resin, Lavender Flower, Ylang Ylang Flower and Chamomile Flower
Raise spirits, brighten outlooks and cheer moods. This blend can manage your blues.
The Oils: Rose Flower, Lavender Flower, Helichrysum Flower and Chamomile Flower
Settle the effect of emotional trauma on the nervous system. This blend helps you to persevere.
The Oils: Rose Flower, Helichrysum Flower, Sandalwood, Lavender Flower and Frankincense Resin
Excels as a preventative measure during cold and flu season. This blend gives you a healthy boost.
The Oils: Rosewood, Lavender Flower, Ravintsara Leaf and Eucalyptus Leaf
Promote lung integrity, fight bronchial and respiratory tract infections and clears phlegm from the body. This blend lets you breathe easy.
The Oils: Ravintsara Leaf, Myrrh Resin, Eucalyptus Leaf and Black Pepper Seeds
Promote playfulness, enthusiasm, exploration and an appetite for life. This blend sparks your libido.
The Oils: Jasmine Flower, Rose Flower, Cardamom Seed and Sandalwood
Relax the nerves, steady the heart and calm the mind. This blend brings you back to center.
The Oils: Sandalwood, Palmarosa Grass, Rose Flower and Frankincense Resin
Increase circulation while reducing pain, inflammation and stiffness. This blend takes the aches and pains out of life.
The Oils: Myrrh Resin, Juniper Fruit, Ginger Rhizome and Helichrysum Flower
Clarify thinking and bolster attention to detail, organization and efficiency. This blend clears away the mess in your mind.
The Oils: Rosemary Leaf, Peppermint Leaf and Frankincense Resin
Stimulate blood flow to the brain to help relieve vasoconstriction and the dull ache or the throbbing pain often associated with headaches. This blend helps you get on with your day.
The Oils: Rosewood, Lavender Flower and Peppermint Leaf
Counteract monthly irritability, anxiousness and discomfort. This blend helps you embrace that you are of nature.
The Oils: Grapefruit Rind, Geranium Leaf, Jasmine Flower and Palmarosa Grass
Bolster confidence, empower and assure. This blend helps you believe in yourself.
The Oils: Cedarwood, Rosemary Leaf and Rose Flower
“Drained?”
“Overindulged?” “Rattled?” “Menopause?”
“Headache?” “Stressed?” “Indigestion?”
“Lustless?” “Down?” “Sleepless?”
“Moody?” “Heavy Heart?” “Powerless?”
“Achy?” “Boost?” “Craving?”
“Distracted?” “Stuffed Up?” “Blocked?”
“PMS?”
“Unsure?”
Invigorate
Hangover Calm The Change
Headache De-stress Digest
Passion Uplift Sleep
Equalize Carry On Will Power
Pain Relief Immunity Abstain
Focus Decongest Inspire
PMS
Strength
Finally, a healthy alternative! Our oils provide a synthetic-free substitute to treat the everyday ailments that plague us the most. We wouldn’t ask you to try anything that we hadn’t already tried ourselves. Just ask founder, Cary Caster’s three children, who to this day have never taken an aspirin. Quite simply put, 21 Drops is as dedicated to your health and wellbeing as we are to transparency and safety.
A 21st CENTURY APPROACH TO HEALTH
Energize the body, help oxygenate the blood and promote blood flow. This blend is about getting the fire started.
The Oils: Cedarwood, Rosemary Leaf, Black Pepper Seeds and Juniper Fruit
Stimulate the lymphatic system to help flush toxins from the body, dispel nausea and ease water retention. This blend reverses bad decisions made the night before.
The Oils: Juniper Fruit, Geranium Leaf, Lavender Flower and Cardamom Seed
Take the edge off symptoms of menopause from hot flashes, irritability to mood swings and fatigue. This blend helps you embrace change.
The Oils: Orange Fruit Rind, Geranium Leaf and Cedarwood
Take the edge off, calm feelings of anger and ease frustration. This blend diminishes the drama.
The Oils: Orange Fruit Rind, Vetiver Root and Jasmine Flower
Settle the stomach, stimulate digestion and enhance metabolism. This blend helps you nourish and absorb.
The Oils: Cardamom Seed, Ginger Rhizome, Orange Fruit Rind and Chamomile Flower
Works on the nervous system to hush a racing anxious mind and settle states of restlessness and agitation. This blend stops the tossing and turning.
The Oils: Sandalwood, Ylang Ylang Flower, Palmarosa Grass and Vetiver Root
Combat overindulgence by working on the underlying emotions often associated with unchecked longing. This blend goes a long way to help you feel satisfied.
The Oils: Cardamom Seed, Grapefruit Rind and Juniper Fruit
Release blocked energy, increase creativity and inspire action. This blend sparks productivity.
The Oils: Cedarwood, Sandalwood and Black Pepper Seeds
Increase endurance, restore motivation and boost resolve. This blend makes you the master of your fate.
The Oils: Cedarwood, Ginger Rhizome and Geranium Leaf
Stay cool under fire, encourage graciousness, diplomacy, balance and decisiveness. This blend puts you at ease.
The Oils: Frankincense Resin, Lavender Flower, Ylang Ylang Flower and Chamomile Flower
Raise spirits, brighten outlooks and cheer moods. This blend can manage your blues.
The Oils: Rose Flower, Lavender Flower, Helichrysum Flower and Chamomile Flower
Settle the effect of emotional trauma on the nervous system. This blend helps you to persevere.
The Oils: Rose Flower, Helichrysum Flower, Sandalwood, Lavender Flower and Frankincense Resin
Excels as a preventative measure during cold and flu season. This blend gives you a healthy boost.
The Oils: Rosewood, Lavender Flower, Ravintsara Leaf and Eucalyptus Leaf
Promote lung integrity, fight bronchial and respiratory tract infections and clears phlegm from the body. This blend lets you breathe easy.
The Oils: Ravintsara Leaf, Myrrh Resin, Eucalyptus Leaf and Black Pepper Seeds
Promote playfulness, enthusiasm, exploration and an appetite for life. This blend sparks your libido.
The Oils: Jasmine Flower, Rose Flower, Cardamom Seed and Sandalwood
Relax the nerves, steady the heart and calm the mind. This blend brings you back to center.
The Oils: Sandalwood, Palmarosa Grass, Rose Flower and Frankincense Resin
Increase circulation while reducing pain, inflammation and stiffness. This blend takes the aches and pains out of life.
The Oils: Myrrh Resin, Juniper Fruit, Ginger Rhizome and Helichrysum Flower
Clarify thinking and bolster attention to detail, organization and efficiency. This blend clears away the mess in your mind.
The Oils: Rosemary Leaf, Peppermint Leaf and Frankincense Resin
Stimulate blood flow to the brain to help relieve vasoconstriction and the dull ache or the throbbing pain often associated with headaches. This blend helps you get on with your day.
The Oils: Rosewood, Lavender Flower and Peppermint Leaf
Counteract monthly irritability, anxiousness and discomfort. This blend helps you embrace that you are of nature.
The Oils: Grapefruit Rind, Geranium Leaf, Jasmine Flower and Palmarosa Grass
Bolster confidence, empower and assure. This blend helps you believe in yourself.
The Oils: Cedarwood, Rosemary Leaf and Rose Flower
“Drained?”
“Overindulged?” “Rattled?” “Menopause?”
“Headache?” “Stressed?” “Indigestion?”
“Lustless?” “Down?” “Sleepless?”
“Moody?” “Heavy Heart?” “Powerless?”
“Achy?” “Boost?” “Craving?”
“Distracted?” “Stuffed Up?” “Blocked?”
“PMS?”
“Unsure?”
Invigorate
Hangover Calm The Change
Headache De-stress Digest
Passion Uplift Sleep
Equalize Carry On Will Power
Pain Relief Immunity Abstain
Focus Decongest Inspire
PMS
Strength
Finally, a healthy alternative! Our oils provide a synthetic-free substitute to treat the everyday ailments that plague us the most. We wouldn’t ask you to try anything that we hadn’t already tried ourselves. Just ask founder, Cary Caster’s three children, who to this day have never taken an aspirin. Quite simply put, 21 Drops is as dedicated to your health and wellbeing as we are to transparency and safety.
A 21st CENTURY APPROACH TO HEALTH
CLIenT: 21 dROPs . cORPORate ideNtitY . testeR uNit desiGN aNd BROcHuRe desiGN
The Smell of Design“This project was unique in that our client showed complete trust, have impeccable taste and were willing to push the envelope, which resulted in a brand that represents very little compromise on concept and design,”
-Kelly Kovack Purpose-Built Creative Director
CLIenT: 21 dROPs . PuBlicitY
Quick Sniffs by Hilary Howard
Aromatherapy ForThe Harried Angeleno by Alice Short
sukI CLInICALLy ProVen nATurAL soLuTIonssuki is the first and only synthetic-free cosmeceutical solution that integrates advanced
technology with clinically proven results. each product is tested to work in unison with
the skin, delivering a clear, youthful and healthy complexion.
roLeBrand Restaging, Marketing and design Partner, Product development consultation,
social Media.
goALReposition brand to expand distribution footprint from natural to a dual-prong strategy
straddling both premium and natural channels for face, body, hair, color and spa.
establish and differentiate founder suki Kramer as a natural authority with an emphasis
on responsible lifestyle choices.
resPonsIBILITIescReatiVe MaRKetiNG . BRaNd stRateGY . iNteRactiVe stRateGY . NaMiNG aNd
cOPYWRitiNG . desiGN . PacKaGiNG deVelOPMeNt
• Construct marketing strategy and manage annual calendar to maximize brand building
opportunities and revenue goals.
• Create and apply proprietary language to multiple consumer touch points including:
product packaging, POs materials, e-commerce / social media and training assets.
• Develop style guide for consistency in branding and design for logo usage, marketing /
training materials, product packaging and interactive assets.
• Build an effective social media platform that produces a sizable return on investment
and actively engages a strong, loyal community staged as brand ambassadors.
• Design and manage all interactive initiatives to ensure consistent consumer experience
and measurable revenue increase.
CLIenT: suKi
roLe: cReatiVe MaRKetiNG . BRaNd stRateGY . iNteRactiVe stRateGY . NaMiNG aNd cOPYWRitiNG . desiGN . PacKaGiNG deVelOPMeNt
before after
CLIenT: suKi . PacKaGiNG desiGN aNd BRaNd RestaGiNG
CLIenT: suKi . NeW YORK ecO FasHiON WeeK - tHe GReeN sHOWs
evolutionary skin care scienceTM
the truth skin deepTM
the truth down to the rootsTMknow your beauty ®
CLIenT: suKi . PROPRietaRY laNGuaGe
unveila new level ofskin perfection- harper’s bazaar
a littleextra forthe facenew york times -
CLIenT: suKi . PuBlicitY
blendingscience &nature
CLIenT: suKi . VideO seRies - tRaiNiNG aNd educatiON
CLIenT: suKi . iNteRactiVe desiGN aNd deVelOPMeNt
oLd nAVyOwned by Gap inc., international fashion retailer Old Navy has more than one thousand
stores in the united states and canada dedicated to bringing consumers on-trend
apparel, updated basics and stylish accessories at an affordable price.
roLePersonal care and Home Fragrance development Partner.
goALidentify and develop new beauty and home fragrance categories that support and
elevate brand’s seasonal marketing focus and core product flow while providing
premium formulation and on-trend packaging at affordable prices.
resPonsIBILITIesstRateGY . cOPYWRitiNG . desiGN . PROduct deVelOPMeNt . PROductiON .
cReatiVe MaRKetiNG
• analyze competitive landscape in order to conceptualize and develop an effective
personal care strategy consistent with brand’s company-wide seasonal goals.
• execute seasonal trend presentation based on all beauty touch points to articulate
fashion trends in personal care category for complete lifestyle options.
• Create distinctive brand language through a proprietary naming systems and sub-
brand copy.
• introduce and develop beauty category product to market process aligned with
seasonal merchandise flow while overseeing all product development and packaging.
ProgrAM synoPsIs2006-2009: Pool House, ONscO core Brand, Valentine’s day, Holiday.
key ACHIeVeMenTs• increased overall margin by 15%.
• ONcO flavored lip balm six sku program became the first personal care product to be
put on 12 month auto replenish status.
CLIenT: Old NaVY
roLe: stRateGY . cOPYWRitiNG . desiGN . PROduct deVelOPMeNt . PROductiON . cReatiVe MaRKetiNG
CLIenT: Old NaVY . ONscO
CLIenT: Old NaVY . HOlidaY 2007
CLIenT: Old NaVY . suMMeR 2007
CLIenT: Old NaVY . ValeNtiNe’s daY 2009
CLIenT: Old NaVY . HOlidaY 2009
