Evergreen Brand World
CLIENTMolton Brown
Reframing Molton Brown’s evergreen imagery into an editorial still-life world that balances tactility, restraint and modern luxury.
ROLEConcept & Campaign Development, Art Direction & World Building, Creative Team & On Shoot Leadership, Brand Evolution
WHERE IT WAS FEATUREDGlobal · Social · E-Commerce · CRM · Third Party Partners · Retail · Concessions
DELIVERABLESStills
Challenge
The existing evergreen asset library felt inconsistent across categories and channels and leaned heavily on brown and white, often reading like functional packshots rather than a distinct brand world. The task was to inject colour and craft into the imagery, creating a scalable visual system that could flex across fragrance collections, categories, gifting and services, and work globally across multiple touchpoints while remaining unmistakably Molton Brown.
Creative Approach
Rather than creating standalone images, I built a modular photographic system that could be rolled out consistently while still allowing variation and storytelling.
System Thinking
Established a set of creative principles to unify the evergreen library across fragrance collections, categories gifting and services.
Built a repeatable structure for composition, styling and background selection to avoid repetition at scale.
Colour & Set Logic
Developed a colourway framework to balance the full library when assets sit together across e-commerce, email and retail.
Ensured backgrounds supported product contrast and category clarity, while remaining sympathetic to each scent’s mood and olfactive cues.
Storytelling Through Styling
Designed layered sets using texture, material and light to bring depth without visual clutter.
Introduced “human pulse” through subtle imperfection, used product, and lived-in positioning, so the world felt real rather than sterile.
Neon Amber Collection AFTER
Neon Amber Collection BEFORE
Milk Musk AFTER
Milk Musk BEFORE
Jasmine & Sunrose AFTER
Jasmine & Sunrose BEFORE
Impact
Established a cohesive evergreen brand world with a premium, editorial still-life language.
Created a scalable system that could flex across collections and categories while staying recognisably Molton Brown.
Improved consistency across e-commerce, social and retail outputs, reducing the need for one-off art direction per asset.
Built a foundation that continues to support future rollout and content updates without losing coherence.
Rollout
Social · Ecommerce · CRM
Retail · Concessions
