Air Wick’s Botanica brand has launched a new premium range, Botanica Origins, to meet a growing demand for luxury and sophistication.
Introduced to market with a set of luxury scented candles, Botanica Origins draws on the “expertise in innovation” by parent brand Reckitt and weaves a “rich brand story” to connect with increasingly engaged users.
“Users within air care are always looking for new and sophisticated scents,” says Reckitt Global Lead, Brand Experience & Strategy Darren Morgan.
“Moving beyond the purely functional, they want their air care to provide indulgent moments and little luxuries, but in a way that’s responsibly minded.
“Because Botanica Origins is our first move into that premium tier, we needed to create a new and compelling proposition, with a brand story that would speak to younger, highly engaged Botanica customers.”
Inspired by Air Wick’s “mastery of fragrance”, the brand story centres on a union of people, places, and plants to reveal nature’s “true beauty in exquisite fragrance”.
The brand story introduces the idea of terroir within air care, to highlight that the range is not just about a fragrance but about its wider context – the farming practices, growers and specific growth habitats that give an ingredient its unique characters.
Created in collaboration with Design Bridge and Partners, the core brand strategy of people, places and plants and the notion of terroir informed the whole visual expression of the new range. The pack design is inspired by a botanist scrapbook – a collage composition of photography, abstract watercolours and graphical elements.
The brand identity also includes a new logo inspired by nature, featuring “flicks and flourishes” that look like unfurling leaves. Other elements are a ‘B’ monogram and a drawn stamp device to signal the range’s promise of ‘fragrances infused with natural, responsibly sourced ingredients’.
Botanica Origins is being rolled out initially in Australia with three luxury scented candles, Madagascan Vanilla, French Clary Sage and Sri Lankan Cinnamon.