Developing and naming the concept
We ideated names, developed story concepts, and workshopped fragrances with the Allkinds team as we worked to bring the collection to life in a dynamic and imaginative way. We eventually landed on the name Sugar & Spice, which speaks to the warm, sweet fragrance and creates space for tween spirit.
Illustration creative direction and animation
We ideated signature characters and stickers for the capsule, created a brief for illustrator Steve Gavan, and animated his illustrations in-house.