LaDeidre Robinson

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Sunshine Scents

Role: Creative Direction, Brand Positioning + Messaging, Content, Planning + Visual Direction

Sunshine Scents is a high quality product line that I elevated through brand strategy and creative direction into a captivating, recognizable lifestyle brand. I created the logo, visual identity, packaging, digital content, and customer experience, building a cohesive brand centered on self care through scent, mood, and intention.

The Opportunity

Define the Brand

Sunshine Scents had a high quality product offering, but needed a distinct identity, voice, and customer experience that could help it stand out in a crowded wellness and fragrance market. With this in mind I established three strategic priorities to guide the brand evolution:

  • Strengthen brand recognition

  • Build emotional connection

  • Create a scalable brand system

Sunshine Scents Before:

The Strategy

Build an Experience

Through research and ideation I created a feel of interaction with the brand. Then utilized AI tools to compile my findings into an efficient visual export. Every visual decision was strategic to make the brand feel more intentional, elevated and emotionally relevant.

  • Brand Positioning
    Sunshine Scents was transformed into an essential self-care product that made everyday routines special.

  • Photography Direction
    Lighting, styling, and supporting details were put in place to evoke a rejuvenating, relaxing feel that resonates with a wellness focused audience.

  • Color palette and typography
    Each element was evaluated and selected to best align with the brand’s timelessness and personal touch.

The Identity

Create a System

  • Sunshine Yellow
    Created immediate recognition and reinforced optimism.

  • Organic Texture
    Kept the brand connected to its handmade origins.

  • Script + Modern Typography
    Balanced warmth and personality.

  • Natural Photography
    Connected wellness, fragrance, and everyday rituals.

The Packaging

Elevate the Product

This packaging was designed to extend the emotional brand promise beyond the product itself. Take notice of the messaging, such as “Hello Sunshine” and “Look on the Brighter Side”.

The Campaign

Bring It to Life

Lifestyle imagery was incorporated and directed in the art direction and conceptual campaign to emphasis the impact of Sunshine Scents aromas, to awaken the sunshine within.

  • Brighten the Space
    Home and atmosphere.

  • Brighten the Ritual
    Body care, relaxation, intentional moments.

  • Brighten the Mood
    Emotional benefit, optimism, wellness.

The Impact

Build for Growth​

Sunshine Scents demonstrates how strategy, storytelling, and cohesive creative direction can transform a product into a brand people recognize, experience, and connect with.