Fenwick – The Secret’s Out

Store identity, POS, product packaging

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images (from top left): 1: Direct mail invitation & offer. 2: In-store decor. 3 & 4: Design & packaging for the bespoke perfume.

Fenwick was opening its first department store for 14 years – a brave move for any retailer, given caution around consumer spending. They came to us looking for creative ways to promote this new store launch. We decided to focus on what sets Fenwick apart from other retailers. Based on the insight that high-net-worth customers are looking for a calm shopping environment, we accentuated Fenwick’s unique in-store experience by creating ‘Quiescent’, a bespoke perfume, custom-made based on the principle of ‘aromachology’ to relax and calm.

I created a visual theme for the new store that conveyed this relaxing experience. I also designed the ‘Quiescent’ brand and packaging. The campaign was rolled out across all the touchpoints with our target customer, from social media teasers to direct mail, the week before opening. I also designed in-store POS, displays, and signage, and we even created ‘scented’ changing rooms so customers could breathe in the calming perfume whilst they were trying on clothes.

As well as delivering standout print and broadcast coverage, the new department store traded up on predictions in the first week of opening and we got over 8,900 new sign ups to the Fenwick database.