AEMSTER
SCENT SYSTEMTS & SCENTS
Ana helped us create a strong strategy and working plan starting from our existing brand elements.
Where many agencies only wanted to do an A to Z project, Ana gave us exactly the structure and overview we needed in this fast-growing phase of Aemster.
Charline Wijnans
CO-FOUNDER AEMSTER
Project details
Aemster is the professional expression of a dedicated team with a mission: to help enrich daily life through scent and create a conscious world living in harmony with nature.
In the run-up to the company launch event, graphic designers were commissioned to design the brand identity: logo, brand colors, product, and packaging.
However, without a clear unifying brand strategy, it became difficult to isolate the Aemster unique value proposition, delaying the decision-making process at a time when quick and clear solutions were necessary for a successful brand launch.
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The challenge was to tie in the existing brand identity into a coherent narrative, that is in line with the business goals and target audience.
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Over a two-day facilitated session, we first clarified the driving force beyond the brand - the purpose for being.
We prioritized the needs and goals of the business and its ideal customers. This became the foundation for the branding and marketing plans at the time of launch.
We defined the key pillars of the brand, which in turn helped us refine the brand’s personality: how it should look, sound and act.
Aemster uses storytelling inspired by special places in the world of nature.
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Clarifying the Aemster brand and its target audience helped define the company’s position in the market.
The brand identity serves a purpose beyond functional or esthetic: to communicate the brand essence and connect with the ideal customer.
This understanding has helped align the communication and marketing efforts before launch and beyond, making decision-making a simple and confident exercise.
