Essence is a performance home care brand that is literally made from waste. Every year, drastic over-production sees botanicals from the perfume industry as well as by-products of the food and beverage industry go to waste.
Essence blends this ‘waste’ with organic actives to deliver an exquisite home fragrance. Further, we package this in a waterless consumable to reduce our carbon footprint to a bare minimum.
Essence relies on home dilution to help keep industrial water pollution and waste down. We built on this carbon-saving concept, by crafting a digital experience around the concept of seasonal availability and an on-demand subscription designed to reduce over delivery. A concept so simple and elegant needed an equally beautiful digital design.
As a customer, you are guided through a familiar cleaning task identification process, which then surfaces the ideal product for you. Next, we tailor your fragrance preferences with seasonal availability, which helps us reduce our collective carbon footprint that little bit more.
Central to the user flow is the idea that Essence customers are consciously selecting home dilution as a means of contributing to a greater whole. We knew that offering a simple means of visualising our collective ESG impact data right from the app home screen would be a key part of the digital experience, and would promote greater brand advocacy.
The creative direction is all about simple harmony and floral elegance. Soft gentle sage tones run through the design scheme to unify and aid with navigation.
Further, we went to lengths to make the consumables as visually appealing as possible, accentuating the vivid colour saturation derived from their inherent qualities to achieve a level of beauty rarely seen within the realm of home care products.
We believe this aspect sets us apart from other home care brands and contributes to the overall uniqueness of the Essence experience.
A well crafted user experience is key for any brand, but even more so for one that requires a change in user behaviour and a leap of faith. However, we also know that sustainable adoption and advocacy are amplified through carefully curated design that offers clear value and is as beautiful as its own raw materials.
If you want to find out how we can help your brand explore behavioural change through design, or want to make a shift to ESG driven design strategies, reach out to us and let’s talk.
