An outdoor dining table set for a meal, decorated with candles, potted plants, and bowls of food, under a large white patio umbrella, with a background of flowering bushes and a window-lit house wall.

Outdoor Oasis Collection

THYMES

Role: Creative Concepts, Creative Direction, On-Set Photo Art Direction, Stylist, Producer

Thymes, a Minnesota-based fragrance brand rooted in creating connection through beauty and fragrance, was adding a new product category to their portfolio and was looking to launch a new collection of outdoor candles.

Tasked with developing art direction and strategy for the framework of the launch that included a new product category and a new fragrance, that evoked the sense of an outdoor oasis that the Thymes customer could see in their lives while also eliciting an aspirational setting. Our team was also asked to create all assets to launch the collection in an omni-channel campaign.

An arrangement of fresh tomatoes, green and black olives, and basil on a wooden cutting board, with salt sprinkled on the board and a green glass in the foreground, on a striped tablecloth.

Results

Leaning on the joy and richness nature’s greenery, the smells of fresh garden herbs, the sounds of gathering and the glow of a candle to create an outdoor oasis, we created the perfect backdrop for Thymes’ latest launch.

Worked with Brand Marketing Team to develop:

  • Campaign messaging and visuals that represented the brand’s connection to nature

  • Educated the consumer on outdoor candles + fragrance experience

  • Inspired gathering outdoors to drive urgency in sales for this new category product launch

As a team, we delivered photography asset suite, social media content, Amazon PDP page design, integrated marketing content, email marketing and website content, and a collection identity system through art direction, color palettes, typography and patterns.

Two green candles in matching holders labeled 'THYMES' sit on a green surface with a green leafy background. A white box with botanical illustrations is in the background.
A table with four lit candles, a potted plant, a glass pitcher with water and green leaves, and a small green candle holder, on a white marble surface, with a green chair in the background.
A woman holding a tray with a glass vase of flowers, a bowl, and a mug outdoors.
A decorated dining table with lit candles, a potted plant, fresh tomatoes and grapes, and tableware set for a meal.
A lit scented candle inside a white ceramic container with botanical drawings and the word "THYMES" printed on it, positioned on a green surface with a matching wooden lid beside it, against a lush green textured background.