Elderflower began in the kaleidoscopic light and lush blooms of Volunteer Park's historic glasshouse. We set out to bottle that fleeting, fairytale moment: sunlight through stained glass, the heady perfume of florals, a pause in time that invites wonder. The scent is that mood made real, bright and delicate, nostalgic and elegant.
The look was maximalist and vintage. I built the imagery as physical collage, tearing and layering scans from old magazines and tear sheets by hand before anything went into InDesign. That tactile moodboarding is where I start every campaign. I designed the packaging and the label, art directed the launch, and laid out the catalog.
