The objective was to redesign the Little Trees identity and create a point of purchase display that would promote the best-selling scent, Black Ice, by attracting the attention of men between 20 and 30 years old. The goal was to develop a graphic identity that was both masculine and exciting, while still relating to the clean scent of the air freshener.

To accomplish these points, the snow-capped mountain image was selected to associate it's ruggedness, the freshness of snow, and the crisp quality of mountain air with the product. Because the color blue is associated with cleanliness, this vibrant color was selected to give the display a bold shelf presence.