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Essence
UX design for a performance home care brand
Essence
We believe we must work towards a world that re-evaluates the entire concept of waste.
The circular economy offers the most effective solution for carbon reduction and assumes that waste is all but eradicated and even given a new value.
The digital experience behind Essence our home care concept leans into this thinking.
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.
![App design and digital experience for Essence](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2023/05/Rodd-Design-Essence-Sourcing_HW.webp?lossy=1&strip=1&webp=1)
![Circular design is beautiful at Rodd Design.](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2022/10/ESSENCE_CONSUMABLE_MASTER.jpg?lossy=1&strip=1&webp=1)
![App screens for the Essence digital experience](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2023/05/Rodd-Design-Essence-Line-up_FW_.webp?lossy=1&strip=1&webp=1)
![Essence app design on two phones](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2023/05/Rodd-Design-Essence-Floating-iphones_HW.webp?lossy=1&strip=1&webp=1)
![Digital experience design for Essence](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2023/05/Rodd-Design-Essence-Data-our-goals_HW_.webp?lossy=1&strip=1&webp=1)
![The essence app shows how much water you are saving](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2023/05/Rodd-Design-Essence-Mini-data-your-impact_HW.webp?lossy=1&strip=1&webp=1)
![a sage green scene showing an iphone screen measuring water savings](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2023/05/Rodd-Design-Essence-Mini-data-our-goals_HW_.webp?lossy=1&strip=1&webp=1)
![iphone in a lifestyle scene showcasing the Essence digital experience by Rodd](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2023/05/Rodd-Design-Essence-Lifestyle-notification_FW_.webp?lossy=1&strip=1&webp=1)
![Essence - a premium botanical home care concept that embraces the circular economy](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2022/10/RODD_ESSENCE_CONSUMABLE_FULL_WIDTH.jpg?lossy=1&strip=1&webp=1)
![Rodd have created Essence - a premium botanical home care concept that embraces ethics and circularity at every step.](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2022/10/ESSENCE_BARS_HAlf-width.jpg?lossy=1&strip=1&webp=1)
![A render showing three Essence branded products on a grey green background](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2022/10/RODD_ESSENCE_LINEUP_02_HALF-WIDTH.jpg?lossy=1&strip=1&webp=1)
![three app screens showing this for that by rodd design](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2023/05/This-for-That_Branding-and-experience-design-by-Rodd_1TRD.webp?lossy=1&strip=1&webp=1)
![Sustainable retail informs the redesign of the high street Charity shop - a design concept by Rodd Design.](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2022/10/RODD_Circular-Collective_02_LOGO_Two-thirds.jpg?lossy=1&strip=1&webp=1)
![Rodd's reworking of the design thinking diagram - now with the 4th lobe.](https://b2788164.smushcdn.com/2788164/wp-content/uploads/2022/06/RODD_Fourth-Lobe_Two-thirds-width.jpg?lossy=1&strip=1&webp=1)