Flora Edit Collection

CAPRI BLUE

Three bottles of Capri Blue hand wash with different scents, one labeled Coconut Santal, another Volcano, and Havana Vanilla, arranged on a terrazzo surface with a yellow hibiscus flower in a small clay pot and tropical leaves in the background.

Role: Creative Concepting, Campaign Direction, On-Set Art Direction, Styling, Launch Framework Implementation

The Context

Capri Blue is widely recognized for its iconic blue jar candles, particularly the Volcano fragrance, its long-standing bestseller and signature scent.

While the brand has expanded into beauty, personal care and home categories, it remains most closely associated with bold, colorful candle design and its long-term retail partnership with Anthropologie.

Historically, Capri Blue’s Anthropologie-exclusive collections have leaned more artful, botanical, and artisan in nature—distinct from the brand’s more saturated, fashion-forward in-line offerings.

Flora Edit marked a strategic shift.

A still life arrangement with a pink fabric backdrop, a coconut shell with pink orchids and green leaves, and a small blue box, placed on a pink surface.

The Challenge

Evolve Capri Blue’s visual and product expression beyond its candle-dominant identity and bold color heritage, introducing a more refined, botanical, and artisan lens within the brand’s own ecosystem.

This launch signaled a move toward:

  • A more personal care–driven expression

  • A maturing millennial audience

  • A deeper embrace of the brand’s namesake roots in the Isle of Capri and Italian craftsmanship

The goal was not to abandon recognition, but to expand it.

Assorted tropical fruits and skincare products arranged on a light-colored surface, with a pink fabric backdrop.

The Creative Direction

Rather than relying on high-saturation color and trend-driven boldness, Flora Edit explored:

  • Muted, sun-washed palettes

  • Sculptural botanicals

  • Layered textures

  • Compositional restraint

  • An editorial, art-forward sensibility

The campaign balanced familiarity with evolution, retaining Capri Blue’s vibrancy while introducing a more elevated and artisan-driven aesthetic language.

Execution

Partnered closely with Brand Marketing and Product Development to define both campaign messaging and visual strategy from early concept through launch rollout.

Provided senior creative oversight across:

  • Hero + lifestyle imagery

  • Social launch storytelling

  • Integrated marketing content

  • Email + ecommerce rollout

  • Collection-specific visual identity system (color palette, typography, layout direction)

Applied the structured Creative Launch Plan framework to ensure consistency and scalability across all touchpoints. Expanded the brand’s aesthetic vocabulary beyond its core candle identity to support continued category growth.

Arrangement of tropical fruits and flowers on a green surface with a soft beige background, including a halved coconut, a yellow flower, a slice of lime, and a succulent plant with a tall flowering stem.
Display of skincare products with tropical-themed packaging, set on pink fabric with leaves and a pink circular backdrop.
Arrangement of tropical plants and flowers on a white cloth, including white calla lilies, green moss, a dark brown dried leaf, a textured stone, a small copper cube, and magenta and purple flowers, against a beige and burgundy background.
A decorative arrangement of a bottle of hand wash, a small orange fruit, a halved orange, a green leaf, and small white flowers on a yellow surface with a beige background and white draped fabric.
A perfume bottle with a floral design, a pink and purple orchid flower in front of a mirror, and a purple box labeled "capri BLUE Havana Vanilla Eau de Parfum" on a wooden surface.
Display of skincare products, flowers, and decorative objects on a draped fabric with a dark red background.

Impact

Flora Edit successfully repositioned Capri Blue beyond its candle-first perception, demonstrating the brand’s ability to evolve toward a more refined, Italian-inspired, artisan expression while maintaining commercial strength and recognizability.

The collection signaled a maturation of the brand’s visual language and broadened its relevance within beauty and personal care categories.

Achieved 95% wholesale adoption and 99% category adoption at launch

  • Reached 98% sell-through across channels

  • Generated 3–4 reorder turns, signaling sustained demand and retail confidence

Validated the collection’s elevated, artisan-forward repositioning within both wholesale and DTC environments.