Not every project goes to plan. It’s extremely rare (I think it’s happened to me only once or twice in the entire span of my business) but in the case of this brand story development for the sister-owners of aroma brand Johnson & white, the work that I did on their brand was simply not the work they wanted. We talked it over, and I took the decision that the best thing to do would be for me to stand down and leave them free to start again with another writer. That notwithstanding, I believe the brand story I had created for them was both evocative and enduring. Brand story proposal for aroma brand Johnson & WWHite.
*Thumbnails of some older projects were uploaded at resolutions which may now appear out of focus.
JOHNSON & WHITE AROMAS
The Story Of Our Brand
Johnson & White is a story of sharing. It is a story of experiences; a story of love; and a story of sisters. It is a story of childhood and of memories. It is a story of travel. But ultimately it is a story of home, and of the world we wrap around ourselves so that those people and places we care for most are never far from reach.
Johnson & White is the story of its founders, Laura and Danielle.
Laura and Danielle grew up in a home filled with love, warmth and happiness. Friends for as long as sisters, by their late teens they were ready to set off together to see the world.
On a series of vacation adventures, Laura and Danielle visited destinations such as idyllic Indonesia, exhilarating North America and the bustling UAE, returning each time to the familiar energy of their native London.
From each trip, Laura and Danielle returned with pictures, stories and memories.
Keen to find a way to keep their memories and experience to hand, Laura and Danielle discovered over time that certain aromas caught briefly and unexpectedly, reminded both of moments, places and encounters they had enjoyed together.
Out of this single realisation was born Johnson & White Aromas.
A collection of unique fragrances giving up evocative aromas, each of which captures the essence and spirit of Laura and Danielle’s visit to a particular place.
Just as a portrait aims to capture character rather than likeness, so Laura and Danielle, and the fragrance house they selected to work with them, set out to capture not the smell of the places in question, but the spirit of their shared visit to those places.
The aromas form the beating heart of Johnson & White, each one inspiring a collection (currently comprising candles and diffusers) of home accessories. In the not too distant future, toiletries will be added to each collection.
To enter into the Johnson & White world is to make friends with Laura and Danielle, to join them on their travels, and to allow them to share with you a little of the love they share in abundance with their family, their friends and, of course, each other.
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