Caftari’s goal is to be known as a luxury self-care brand that helps people create a more balanced, stress-free life through the power of science and aromacology. Their fragrances have been formulated to enhance different neurotransmitters in the brain and gently shift your mood.
Our challenge was to design a visual identity and packaging experience that merged luxury style with trusted science.
Our solution was to create a custom brainwave pattern for each fragrance that represents how the scent influences our neurochemistry. These patterns are engraved on the candle vessels and debossed on the outer box. This gives the packaging a tangible way for customers to understand how each scent will make them feel.
The Elixir pattern references Gamma brainwaves, which are associated with increased cognitive processing and heightened states of consciousness. The engraved pattern creates a very steady rhythm with closely spaced peaks and valleys, communicating the energy that the scent brings.
The Dolce Far Niente pattern references Alpha brainwaves, which are associated with a relaxed yet alert state of mind. This pattern’s rhythm is more calm, including a few high peaks, but more spaced out to capture this state of wakeful relaxation.
And the Scent of Nirvana pattern references Theta brainwaves, which are observed during states of deep relaxation and meditation. The pattern’s rhythm is very subtle and calm, capturing the feeling you have during moments of deep introspection.
These brainwave-inspired patterns guided the design process for the entire brand experience. We incorporated them in a monogram mark, social media graphics, pitch decks and transformed them into scrolling animation on the website. Setting Caftari up for a successful launch as an innovative new voice within the industry that would attract retailers and stand out on shelves.
