Caftari
Caftari
Scope: Brand Voice Strategy, Brand Messaging, Product Packaging Copy, Website Copywriting
Credits: Branding and web design by Wayfarer Design Studio. Product photography by Erik Bernstein
Featured in: Oprah Daily, W Magazine, PopSugar, Beauty Independent, Design Milk
ABOUT THE PROJECT
The most valuable products are created out of genuine needs. As a former fragrance buyer, Shreya was experiencing insomnia and mental health issues and started to envision a wellness brand that was as luxurious as it was efficacious. Together, we set out to create a brand voice and product descriptions that would match the level of mindfulness and luxury the brand identity boasts. With the audience in consideration, we knew Caftari’s research-backed scents could carry a touch of neuroscience in its messaging touchpoints to drive home the brand’s values. Balancing this approach with self-caring and inspiring language, we set the scene to welcome readers to pause, absorb the product's benefits, and elevate their everyday lives, all at once.
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