Conscious Consumption

Brief

Develop a fragrance concept for Timorous Beasties.

Idea

A practical home fragrance that seeks to challenge and change wasteful human behaviour through its evocative visual design, and so contribute to the flourishing of both people and planet.

Key Insights

Extended periods of time spent at home as well as increased emotional investment means a home fragrance could come to be regarded as an essential enhancement of domestic life.

Timorous Beasties are rebellious and refreshing in their demonstration of defiance, offering a great opportunity for a fragrance concept to disrupt the market, whether it be in its appearance or otherwise.

Concepts: brand, print and packaging

Concept

Waste not, want not: made for those who care about making a difference, Timorous Beasties’ fragranced kitchen caddy liners challenge the national food waste problem that is killing both people and the planet.

Outcome

Luxury, zero-waste fragranced kitchen caddy liners with plant-able packaging that promotes growing your own food as a solution to wasteful human consumption. Fifteen percent of profits of every sale are donated directly to FareShare.

My Role

Research to reveal consumer insight

Idea generation

Concept development

Creation of final outcomes

Fragranced liners