Molton Brown Evergreen Refresh
Reframing always-on assets as editorial, sensorial storytelling for a progressive luxury audience.
Reimagine Mesmerising Oudh Accord & Gold - one of Molton Brown’s most iconic fragrances - through the Artists of Note platformReimagine Molton Brown’s evergreen still life photography to feel more editorial, tactile and culturally resonant. The goal was to move beyond straightforward e-commerce imagery, building an ownable visual language that celebrates texture, imperfection and artistry - while still keeping products front and centre.. The campaign needed to celebrate the fragrance’s rich heritage while engaging younger, culturally attuned audiences by aligning with a contemporary artist whose work resonates with identity, community, and storytelling.
Challenge
Led the creative direction for the brand world refresh, shaping a more progressive and editorial vision for evergreen assets.
Designed set builds with layered backdrops, moody textures and cultural props that created intrigue and left space for interpretation.
Ensured a human pulse by embracing imperfect styling - products used, moved, interacted with - so imagery felt lived-in rather than sterile.
Balanced sensorial tactility with premium clarity: lighting that highlighted materiality, props that hinted at memories and rituals, styling that remained modern and luxury-aligned.
My Role & Approach
Established a new evergreen brand world that felt more art-directed and culturally relevant, aligning Molton Brown with progressive luxury beauty codes.
Provided a flexible foundation for category rollouts (fragrance, refill, gifting, etc.) while maintaining consistency across channels.
Shifted perception of Molton Brown’s always-on assets - from purely commercial to editorial storytelling that could sit comfortably alongside campaign work.
Supported global rollout across e-comm, social, retail and OOH embedding a new brand language that elevated the everyday into something more sensorial and artistic.