In an effort to create a more sophisticated and streamlined look, Apsley and Co has redesigned the packaging for its popular Abode Aroma Totem range.
The first company to launch reed diffusers in the Australian market, Apsley and Co has never been shy when it comes to reinventing itself and its brands, and Abode Aroma, as one of its signature brands, was in need of a little facelift according to CEO Helen Armstrong.
“We took the very essence of the original design, the distinctive totem box, which is a marker for the brand and instantly recognisable worldwide, changing the lid from geometric patterns to soft, subtle line drawings,” she explains.
“We have always been inspired by colour, so we took our colour palette and photography styling inspiration from the colours of Palm Springs. Chic, colourful, but simple, our design elements focused on pastel tones with clean crisp lines and shadow play.”
With the shift in packaging moving towards minimalist design, the new look totem box captures the very essence of the brand, says Armstrong, with every aspect poised to draw the consumer into the Abode Aroma experience.
“The new packaging is more than Instagram-worthy and I think the platform will be very busy once the new Totem box gets noticed,” enthuses Armstrong.
“We are also working on a fresh new look for our Scented Space brand, that will be designed to showcase our beautiful bottles. This will be launched later in the year.”
You can see the new look Totem range at the upcoming AGHA Melbourne Gift Fair in August.
By Marion Gerritsen
