The London Essence | Luther Dsgn

Industry /

Food & Beverage

THE LONDON ESSENCE

Creating an engaging activation for the refined British brand.

BRIEF

The London Essence presents an extensive collection of products ranging from tonics to sodas and lemonades: premium blends made with botanical extracts distilled for the highest purity of taste with every sip. Consumer decision making has changed drastically over the past century and they have become more aware in their decisions, actively seeking quality over quantity and demanding more memorable experiences to validate their premium choices. One glance is enough to understand why bartenders and sophisticated customers identify with London Essence as a premium brand and choose it as synonymous with luxury and escape from the ordinary.

SOLUTION

We were asked to develop a concept for a series of summer events that would express brand values and activate consumers through engagement and tasting activities in new stores. We developed the entire visual identity of the event and the floral setup through collaboration with the flower designer of the sustainable farm “I Giardini di Mafalda,” which gave an authentic and personal touch to the setup. Photographers and videomakers created a reportage of the activities, making sure that this memorable event was also expendable through the brand’s press office and social channels.

London Essence takes care to homage the sophisticated art of perfumery.

A HIGH LEVEL EXPERIENCE

More than 70% of what we think we taste is actually what we smell, a valuable insight that led London Essence to integrate its fragrance expertise. From this strong premise, we developed a concept capable of best presenting the product collection by leveraging the brand’s premium values and offering tailor-made and appealing engagement activities.

A scented corner characterized by pastel tones, in which to be guided by the exclusive fragrances of the London Essence world. A place where the authenticity of traditional flavors meets innovation, fashion and trends. Choose with your eyes, recognize the signs of luxury from the packaging and design paired with the colors and smells of the floral compositions. The drink list created especially for the event by mixology brand ambassadors from London Essence and Molinari accompanied customers through this sensory journey in which all senses were involved.