My project is about the rebranding of an American home fragrance and lifestyle brand. The brand emphasizes helping their customers feel closer to the people, places, and moments that matter most. Based on the brand's desire to be personalized and recognizable to consumers, my creation revolves around the geographic coordinate system, be specific, giving each unique scent a specific identifier or alphanumeric character is the central idea of my creation. The rebranding was done by using a combination of lines and surfaces, and by taking advantage of discarded folded paper as the background to add more texture in order to make the whole look less monotonous. The rebranding is reflected in the poster, candle image, candle package, brand shopping bag, interactive billboard, and interactive website.

Homesick is a home fragrance and lifestyle brand with one simple goal: to bring joy to your home by helping you feel closer to the people, places, and moments that matter most. The main question they are most concerned with is how to capture the spirit of a memory in a way that feels personal and recognizable to everyone. They speak to anywhere from hundred people for every candle they develop, visit local areas, collect samples, and even extract scents from food. They have discussed childhood memories with local Texans, why books smell so great with veteran librarians, the flora of Central Park with New York horticulturalists…… They then try hundreds of different scent combination, checking back in with the community along the way until they have found the perfect balance: an authentic fragrance, that will also small great in customer's home.

They have expanded the Homesick range to almost 200 different products representing all the things that matter most - from every US state, to multiple cities, even to other countries, to occasions, people and moments.

Their candle is highly environmental-friendly. They have 100% organic cotton wicks. They are also cruelty-free, non-toxic, and contain no lead, plastics, paragon, phthalates, or synthetic dyes.

The source of my creation is the geographic coordinate system. I believe that every special, important country, state, city, occasion, and even a small moment has their precise, unique identifiers or unique alphanumeric characters, that is, the GPS coordinates. As a whole, I use different thicknesses of lines to express, specifically, a large number of thin lines can form a color block, then visually give to audiences a combination of lines and surfaces.

I get more inspiration from the way brands to extract scents. If brands could record the specific GPS coordinates of each scent they extracted, such as the smell of butter in a bakery in Paris, the smell of tobacco in a coffee shop, or the wonderful smell of lavender in Provence ...... The points would become lines, the lines would become surfaces, and then each scented candle would form a unique identity image. By adding the corresponding colors to represent these flavors, each candle will also have its own unique color scheme. Each unique candle image, unique color, and unique memory, this is a way to make consumers feel personalized and recognizable brand identity.

For the design of the candle box, I imagined the front, back, left, and right of the box as a map of a geographic coordinate system. 0 degrees of longitude is fixed, and two specific latitude and longitude lines make each candle's image is presented in a different location of packing, so the lines are arranged differently accordingly. The bottom of the package is distinguished by a unique, distinctive representative color of the location. The well-designed packaging is also personalized and recognizable to the consumer.

Branded shopping bags are designed to echo the brand's name, homesick, by using a small stamp to express homesickness is the most traditional yet unusual way. Stamps can also be made into stickers to widely increase brand awareness.

For the brand's official website, the home page presents a zoomable global map with many different colored latitude lines and longitude lines. This appealing interactive homepage is likely to guide consumers to search for unique locations in their memory, such as a Fenway subway station in Boston, a milk tea store on East 8th Street in New York, or a hipster store on the streets of Hollywood in Los Angeles ..... Similarly, the same interactive billboard will be placed offline and in touchpoints with consumers to increase brand interactivity, brand awareness, and traffic.

Finally, it is worth mentioning that I used discarded folded paper as the background to add texture to the candle image and also to respond to the brand's environmental-friendly values.