Brand Strategy
Brand Positioning
Brand Architecture
Brand Communication
Naming & Nomenclature
Voice & Language
Product Innovation
Brand Design
Visual Identity
Creative Direction
Photo Art Direction
Packaging Design
Experiential Design
Merchandise Design
Digital Branding
Social Strategy
Social Content
Copywriting Mastery
Content Creation
Animation & Motion
Full-Service Production
Competitive Recon
Cultural Scouting
Consumer Insight Mining
Research & Analytics
Innovation Funneling
Target Audience Framing
Conceptual Ideation
Friday Collective is a brand birthed from Newell Brands home fragrance’s desire to adapt and revolutionize their portfolio to the changing world, lead by Newell CEO Ravi Saligram. Newell lacked a holistic brand solution to tap into the ever-growing Gen Z market with their $360B+ spending power. They sought to enter the market through candle, then bath and body with a vision of expanding the brands reach across categories and partner with other divisions within Newell.
We were tasked with the ownership of all facets of creative brand development, creative direction, brand voice and copywriting development, along with brand guidelines and more. We contributed heavily to the Newell marketing teams development of brand strategy, positioning, naming and product innovation.
This brand was a study in consumer insights testing. Initial development testing was vast and included primary research with Gen Z and Millennial candle consumers. We then concept tested with industry experts, combined with secondary research on the category, researched competitive landscape and lifestyle trends and measured against Yankee Candle capabilities for feasibility. We developed, iterated on, and finalized nine brand concepts for testing, and netted out with Friday Collective as the clear winner.
Exhaustive Quant & Qual validation with market segmentation studies were then preformed in iterative rounds, dialing-in brand direction. Testing focused on Brand Concept, Brand Name, Versioning, and Brand Design. The brand launched August of 2022.
RESULTS
Walmart committed to a multi-million-dollar palette, endcap and hot spot program.
Tested at 78% likability among shoppers of biggest competitor leading new consumers to Newell’s portfolio
FC Brand Guidelines were labeled best-in-class by Newell Brands
Corporate Wholesaler Customers who bought-in include Target, Walmart, BBB, Meijer and Amazon
Kristen Branch
Roxanne Benefiel
Sara Weston
Renee Drumgold
Jesse Giles
Anna Whitton
Photography: Karen Dailey
Wardrobe: Taylor Greeley
H+M: Kacie Corbelle
Nails: Hahn Phan
Food: Monica Mariano
Mojo
