Reverie Roast Fragrance

OTHERLAND

Elegant dessert and coffee display featuring a cup of black coffee on a gold stand, a slice of layered cake under a glass dome, and assorted chocolates on a red marble table with a red velvet curtain in the background.

Role: Creative Concepting, Campaign Direction, On-Set Photo Art Direction, Styling, Production Leadership, Copy Oversight

The Challenge

Following Otherland’s integration into the Curio Brands portfolio, Reverie Roast marked the brand’s first fully integrated launch under a new in-house creative model.

The campaign needed to:

  • Honor Otherland’s brand ethos: “Artisan perfumer-crafted fragrances + Art Inspired”

  • Elevate production rigor and visual cohesion

  • Establish a scalable creative system for future launches

  • Deliver a complete omni-channel asset suite

At the same time, the fragrance, a coffee-inspired scent, required storytelling that felt imaginative and art-forward, rather than literal or cliché.

Pink table with a lit candle in a brown holder on a clear, textured glass stand, surrounded by flowers, a cookie, a spoon with coffee beans, and various glassware, with pink and green decor in the background.

The Insight

Coffee is a daily ritual—but for the Otherland consumer, ritual is elevated through art, mood, and environment.

We saw an opportunity to reinterpret café culture as an immersive, art-inspired world, transforming an everyday moment into something transportive and design-led.

Additionally, the fragrance, Reverie Roast, was not a literal coffee fragrance, it was a layered, artisan perfumer-crafted composition that required visual nuance to convey warmth, richness, and depth without sacrificing the brand’s colorful, high-design personality.

A gold display stand with a candle, an orchid flower, and scattered coffee beans on it, set on a pink and white checkered table.
A geometric pattern composed of alternating square sections with pink and white backgrounds, featuring intricate maze-like lines in gray and bold dark red borders forming a continuous pattern.

The Idea

A surreal, art-inspired café universe, layering expressive color, curated texture, and unexpected detail to reflect the brand’s “Art Inspired” DNA while honoring the craftsmanship of its perfumer-led fragrance storytelling.

The visual world balanced playfulness with polish, allowing the fragrance to feel both indulgent and intentionally designed with the brand’s signature playful quirk.

“Otherworldly Café Culture”

Execution

Served as senior creative lead across concept development, production planning, and execution, guiding multiple rounds of creative refinement to align cross-functional stakeholders while protecting the integrity of the brand’s visual voice.

Directed on-set photography, styling, and copy oversight to ensure a cohesive narrative rooted in both fragrance notes and artistic inspiration.

In parallel, served as a senior creative lead on a structured Creative Launch Plan: a comprehensive roadmap outlining all campaign assets, specifications, visual system components (PMS colors, typography, patterns, usage guidelines), and channel deliverables.

This system ensured alignment across marketing, ecommerce, sales, and production teams, providing a scalable framework for both launch execution and future campaign adaptation.

Oversaw the execution of

Hero + lifestyle imagery

Social content suite

Amazon PDP design + conversion assets

Email + ecommerce integration

Collection-specific visual identity system

Table setting with orange orchids on a white plate, pink and brown decor, and glassware with pink liquids in the background.
Glass cloche covering coffee drinks and coffee beans on a gold tray, with a pink background and red curtain.

Impact

Established a refined creative standard for Otherland within the Curio portfolio while implementing a repeatable launch framework that improved clarity, consistency, and cross-team execution for future campaigns.

A decorative setup with a candle, a martini glass with a brown cocktail, a gold cocktail stirring spoon, a plate with pink and beige pastry, and a glass display cover in the background. The arrangement is on a golden stand, against a pinkish backdrop.