Elmwood puts energy into Jeyes air freshener brand

Cadbury Schweppes-owned household hygiene specialist Jeyes will unveil a brand identity created by Elmwood for its new air care range Sen’chi next week, as the company moves to challenge consumer perceptions of the product category.

The consultancy, which worked on the project for 18 months, has created the brand’s name, visual identity and positioning. Distribution for the product has been secured in key multiple retailers, while a marketing campaign across TV, radio, press and direct mail will coincide with the 1 October launch.

According to Elmwood head of brand innovation Greg Taylor, the room fragrancing sector is currently expanding from a functional to a more visually appealing and emotional product area. But many products are still relatively one dimensional in their appeal and not aesthetically pleasing.

‘Air care consumers are quite experimental,’ says Taylor. ‘We wanted to add some personalisation to the product.’

Jeyes is keen to position its brand as a meeting of haute couture and fine fragrances and this platform spearheaded the consultancy’s creative approach, he adds.

The consultancy has created minimalist packaging that borrows from perfume designs. The frosted acetate boxes, which feature clear panels, are accompanied by scent infusion labels for customers to sample the fragrance prior to purchase.

Taylor says the name is intended to evoke a mental picture of an aspirational location, and combines sense and sensation with the eastern word for spiritual energy, chi.

‘Our aim was to create a name, identity and package design that would appeal to consumers as an accessory,’ Taylor adds.