"Arome: The Essence of Color"

Client: Arôme Candles
Objectives: To maintain the strong focal point of color as Arôme's primary emphasis, while elevating the brand stylistically via luxurious packaging design.
Positioning: Position the line as a distinctive enhancement to one's interior décor rather than an accessory/impulse buy/gift item.

Color Touchpoints: There are limitless imaginative pairings based on 'color' and the verbal associations therein, so naming paths can take on a bounty of innovative directions. We've tried to distill the naming paths into three simplistic ways to achieve these new color groupings for Arôme:

1.) By Hue
2.) By Grouping
3.) By Finite Color Swatch

Color Paths, By Hue/Association: This is the most flexible of the three main paths for longevity, as it allows the names selected for the Arôme brand to remain in place from year to year, even though the colors change.

This branding approach enables you to stay current with your color palette (updating periodically based on trends/forecasts) while developing 'brand equity' among customers who will begin to associate a certain color spectrum with a given scent.

For example, we'd convey the range of blues with a generic enough moniker to reflect the lightest & darkest shades…it would be named by verbal associations that evoke the attributes and metaphors associated with the color blue (e.g. Calm Sea, Dream Weaver, Pillow Talk, Silhouettes, etc.)

By Hue with a 'High Concept:' Same marketing benefits as the above (longevity, flexibility, etc.) but this direction takes a more thematic approach. Often used in the fashion world, these hues & palettes become a 'collection' based on like-minded themes (e.g. beaches/mountains/environs, seasons, etc.)

Here's an example of how a 'high concept' plays itself out through color association. (in this case, 'dance'…The flickering candle light that 'dances' in the flame, the evocative scents, the moody colors, etc.) You can see how the name could remain the same while the entire color palette shifts in tonality/hue from year to year.

Bolero, Charleston, Twist, Rhumba, Fling, Fandango, Hula, Marengue, etcLikewise, you could do the same thing with a whole different spin on a line: e.g. 'cocktails' e.g. Cosmo (pinks) Tequila Sunrise (reds/yellows), Margarita (greens), Gin Fizz (white), Keoke (browns), Blue Lagoon, and other themes ad infinitum…

Color Groupings: Another way to approach the Arôme color palette is through complementary 'groupings' rather than remaining within a spectrum of hues. This still has the benefit of flexibility, since there will always be 'brights/pastels/rich tones, etc.' in any given year.

This approach lends itself well to packaging 'sets,' and has a more sophisticated level of interest from a gift standpoint, providing the 'reason for being' is equally compelling. For example, one could use famous artists and the images they evoke through color.

Miró, Mondrian, Chagall (primary colors: vivid reds, blues, yellows)
Monet, Renoir (soft pastels: impressionistic pinks, lavenders, moss greens, periwinkle blues)
Van Gogh (strong moody tones: oranges/olive greens;'sunflowers,' shadowed purples/blues/yellows;'starry night' etc.)
Rembrandt (darker, rich hues: crimson, copper, bisque, neutrals, etc.)
Cézanne (natural, realistic hues: earthy browns, golden, autumn hues etc.)
Degas (whites evoking his famous dancers, ballerinas, women & such)
Kandinsky (kaleidoscope of brilliant colors, spirited, lively, upbeat)

Color Naming by Specific PMS Swatch: The shortest longevity but most 'current', forward-thinking stance explores the notion of creating a new palette each year, and promoting that as a marketing benefit. We would rotate in the latest trendsetters in home décor, and capitalize on the 'fashion' element of interior design. Though this could be a costly endeavor, it is one way to command a leading edge presence, and become high profile vis a vis the global design community itself.

For example, naming a pre-selected PMS palette, one could assign names consistent with the tonality of the color…i.e. for the '70s/contemporary colors being revisited, we could create fun, upbeat names like:

To list some of the groupings being considered in the hue and theme development using color therapy as 'master' positioning hook, it's important to have substantiation and understanding as to why these hues/names fit this path.

For starters, using interior décor as a primary focal point for a 'why to buy' notion, we could spin off the color therapy approach in variations of the following 'feng shui' color attributes.

Jumpstarts: Some name ideas drawn from the vocabulary generated and placed within a color field, just to see how the "color therapy" approach might work

REDS

Burning Desire
Bohemian Night
Pompeii
Emergence
Inner Glow
Joyful song
Happy Heart
Full Heart
Heart Throb
Temptation

BLUES

Contemplation
Hush
Beauty Sleep
Comfort Zone
Comfort
Dream Catcher
Dream Weaver
Nocturne
Reverie
Sojourn
Solitude

YELLOWS

Bloomtime
Earth Glow
Enlighten
Heartsong
Natural Instinct
Peaceful Home
Peaceful Heart

WHITE/ SILVER/ GOLD

Constellation
Enriched
Infinite Pleasure
Serenity
Infinity
Silver Rain
Tranquility
Wisdom
Senescence

PURPLES/VIOLETS

Wild Elegance
Moon River
Pure Poetry
Enchantment

PEACH/PINKS

Innocence
Forgiveness
Hope
Sweet Mystery
Virtue

GREENS

Aspiration
Awakening
Genesis
Magic Garden
Simple Pleasures
Wisdom

Color therapy/experiential mindset

Positioning phrases: Take time for yourself, slow down your life, open your mind, heart, soul. Etc. Tag/supports: Show your true colors. The color of light. Color waves. The light within. Color your world. (see original list & samples below)

Generic path: (colors unassigned) mood evocation:

Whispers
Pillow talk
Fireside chat
A deux
Hearts aflame
First kiss
Solo sojourn
Senescence
Hushed moments
Quiet rain
Calming flame
Hypnotic glow
Mesmerized
Singed parchment
Burning embers
Flickering shadows
Moondances
Silhouettes
Inner glow

Jumpstarts/Brainstorming: Hammocks, wicker, whitewash, adirondack chairs, thatched huts, bamboo, pebbles, palms, beaches, swept away, armchair traveler, transport yourself without leaving the home, look within…Thunder Bay, Storm Shadow, Crimson Sky, (environmental/moody tints)…

Interior décor focal: A sketchbook of interior style…A palette of essences to enhance your living space… Essences to enhance your style… Au courant interiors, with the essence of style…The essence of style…stylish essence for the home

Flame as focal: Escape, retreat, relax…Transformation, enlightenment, peacefulness, dancing shadow into the soul…sweet mysteries unfold…Turn down the volume. Hushed not rushed…

Color therapy naming paths, to family w/AOR spa collection
Arôme: A light into your soul

Of Note: Read colors horizontally, and naming palette vertically!!

Travel/evocative experiences, destinations as naming path: Color therapy, cont…
Arôme: Transport yourself within

Brainstorming/freeform vocabulary generated

All good things
Allure
Amazing grace
Aquamarine
Aspiration
Awakened
Awakened heart
Aztec
Balance
Barefoot
Beautiful thoughts
Beauty
Beauty sleep
Birdwing
Bloomtime
Blue calm
Blue heron
Bohemia
Bohemian Night
Bohemian Dance
Breathe
Burning desire
Calm
Calm retreat
Candor
Capture the spirit
Celebration
Cerulean sky
Chorus
Circle
Clarity
Comfort zone
Composed/ composure
Contemplation
Confidence
Constellation
Contemplate
Cool quiet
Coral
Countryside
Courage
Creating pleasure
Creativity
Crystal clear
Day by day
Dawn/dusk, etc.
Dazzling light
Deep breathing
Delicate
Delicious
Delight
Dream catcher
Earth glow
Elation
Electric blue
Elements
Emergence
Energy spark
Enlighten
Enriched
Entering solitude
Envision
Evolution
Exhilaration
Falling free
Feather
First breath
First kiss
First dawn
Forever more
Forever young
Forgiveness
Fragrant star
Free fall
Full Heart
Full moon
Galaxy
Gathering
Gathering strength
Genesis
Gift
Glass
Global
Glory
Golden season
Good life
Graceful presence
Harmony/harmonious
Happy Heart
Heart
Heart Full
Heart of gold
Heartsong
Hope
Hot/cool/warmth/heat, etc.
In the moment
In tune
Infinite
Infinity
Inner glow
Innocence
Insight
Intense
Invisible touch
Islands
Joy/Joyful
Joyful song
Landscape
Language of love
Laughter
Light dancer
Light touch
Lively fawn
Living right
Longing
Lovely light
Loving touch
Luminous
Magic garden
Meditation
Memory
merrily/merry
Mind/mindfulness
Miracle
Moon cycle
Moon/riverdance
Moonbeam
Moonrise
Mountains
Movement
Natural instincts
New dawn
New day
New song
Nightingale
No regrets
Nocturne
Nurture
Ocean
Open space
Opening
Paradise
Passion rising
Patience
Peaceful forest
Peaceful heart
Peaceful home
Peaceful morning
Pearl of wisdom
Perfect/perfection
Personal poetry
Pompeii
Ponder
Promise
Promises
Pure essence
Pure poetry
Quiet
Realm
Refresh/refreshing
Relaxation
Reminiscent
Replenish
Reverie
Rich
Rising upward
River flow
Scarlet/soulmate
Sea wave
Searching
Secret desire
Secret of light
Self-portrait
Senescence
Sensual wave
Serene/serenity
Shadow
Shared vision
Shimmer/shine
Silent
Silent music
Silent promise
Silken wing
Silver
Silver rain
Simmering
Simple pleasures
Simplicity
Singed parchment
Singed heart
Sky/smile/snow, etc.
Snow flower
Sojourn
Solitude
Spectrum/rainbow/kaleidoscope/color prisms
Spirit
Spring forth/spring reverie
Starlight sonata
Starbright
Sun up/sundown
Sunbeam
Sunkissed/sunset etc.
Sweet memories
Sweet mystery
Symmetry
Tame
Tempestuous
Temptation
Tender song
Tender touch
Tenderheart
Timeless
Tranquility
Transformative
True vision/Truth
Universe
Unspoken
Uplift
Vermilion Heart
Violet light
Virtue
Vision
Warm glow
Waterfall
Waves of light
Wild elegance
Wild one
Will power
Wisdom
Wise One
Wonder

Could also pull from experiential/emotive naming paths:
Rejuvenation
Relaxation
Inspiration
Purification
Invigoration
Reflection
Elucidation
Jubilation
Transformation
Imagination
Anticipation
Motivation
Concentration
Moderation
Gratification
Serene Sensation
Calm Cessation
Celebration
Preservation
Innovation
Contemplation
Recuperation
Restoration
Simplification
Purity
Clarity
Creativity
Serenity
Tranquility
Prosperity
Harmony
Honesty
Energy
Agility
Sensitivity

Arôme Taglines: Since the naming paths take many different directions and the various color palettes are being researched to align with current trends, the naming paths offer 'broad brush strokes' vs. 'finite recommendations.' After a specific direction is selected, refinement occurs. (to explore the creative process fully, it made more sense to think 'out of the box' with 'color' being the primary consideration)

Arôme
Color your world.

Arôme
Inspiring colors, fresh design.

Arôme
Design through color.

Arôme
A color fusion of art & design

Arôme
A fusion of decorative art

Arôme
The essence of design

Arôme
The essence of décor

Arôme
Arte for the home

Arôme
Arte, by design

Arôme
Introspective art

Arôme
Arte Decora Inspirations for the home

Arôme
A celebration of color

Arôme
A kaleidoscope of color

Arôme
The essence of color

Arôme
The essence of artistic expression

Arôme
Au courant color collection.

Arôme
Au courant inspirations for the home

Arôme
Enlightenment for the home.

Arôme
Color to soothe the senses.

Arôme
Color therapy for the soul.