Glade Global Repositioning
Glade made great fragrances. The problem was nobody gave them credit for it. Despite working with master perfumers and setting the bar for safety and innovation, the brand was stuck with an outdated image. Our challenge was to make Glade feel modern, premium, and culturally relevant again.
“Own the Air" is a global brand platform that repositioned scent as a form of self-expression. We gave Glade a new attitude, a sharper aesthetic, and a cohesive creative system that unified every touchpoint.
As lead agency, we reimagined everything from the brand voice and visual identity to product naming, social, digital, activations, and innovation. My partner and I helped lead the global creative rollout across five markets, ensuring consistency while giving regions the flexibility to adapt locally.
Over three years, the platform launched with 700+ modular assets and more than 60 fragrance expressions. The result was a stronger, more modern brand that shifted perceptions, increased likability, streamlined global production, and drove stronger business performance.
Glade Design System
We were tasked with modernizing every piece of Glade’s global communication, which led us to completely recreating their design system. This system was developed to show the scents in an immersive, sensorial, and ownable way through photographic textures and color. This graphic language conveys Glade’s advanced expertise of blending and layers fragrance cues, with an elegant design solution.
Fragrance Expressions
Every fragrance in the global portfolio was reframed through our graphic language, to showcase the scents in an immersive, sensorial and ownable way.
Fragrance Cue Photography
To develop the fragrance expressions, we needed a library of fragrance cues to source from. The imagery of our cues was key to evoking the senses, telling the fragrance story and recalling memories of the scents. For a style that is undeniably Glade, we developed key principles for our immersive photography in regard to texture, lighting and color. From a completely remote shoot due to COVID, we captured over 200 images during 4 weeks of shooting.
Huge shout out
To our incredible designers, Remy Glock and Rudy Rios for their beautiful work and craft.
