Oliver Rich rebranding
The brand and the product
Oliver Rich is a brand that started selling water-soluble aroma oils in Japan in 2008.
At that time, they mainly distributed their aroma oils in shopping centres such as Tokyu Hands or Loft.
The problem
Although Oliver Rich aroma oils were very popular, sales began to fall between 2011 and 2012. New competitors appeared. And the somewhat amateur packaging was no longer enough to attract the attention of potential buyers.
A need for rebranding
In 2013, the Oliver Rich brand management asked me to work on a new brand identity and new packaging.
Above all, they wanted to develop a more elegant image.
The solution
Inspired by the tagline of the logo: “London”, I articulated the visual concept around patterns reminiscent of the Victorian era and 19th-century cosmetics labels.
Mood board for the creation of Oliver Rich London Series
Oliver Rich tote bag
A new product line, the “Japan” series
The brand took advantage of this image renewal to launch 3 new typically Japanese fragrances: Yuzu, Hinoki (cypress) and Gardenia.
For this product line, I kept the same labels but used patterns and colours reminiscent of traditional Japan and the Edo era. A period that partly corresponds to the Victorian era.
Mood board for the creation of Oliver Rich Japan Series
Oliver Rich Japan Series: Gardenia Plus, Yuzu from Umajimura, Hinoki from Shimanto
Business cards for the staff of Oliver Rich
The results
After the rebranding, sales of Oliver Rich aroma oils increased significantly. Their contracts with Tokyu Hands and Loft were renewed. And new contracts were signed with shopping centres such as Don Quijote, Amazon Japan and many interior shops.
P.O.S display
This project was featured in Japanese Motifs in Contemporary Design and in The Dieline
