Case study 01 / 07
← All workSanta's Secret
The tree can be fake. The feeling doesn't have to be.
01 The why
More and more people choose an artificial tree for convenience. What they miss is what a real tree brings into the home: its scent.
So instead of only another Christmas candle, the idea became a new product: a tree spray that gives an artificial tree the scent of fresh fir, sold together with a matching candle as a gift set.
02 The product
A tree spray in a more elegant, refined bottle.
Fresh fir for a fake tree
Gives an artificial tree the scent of a real one.
A refined, minimal bottle
Redesigned to feel more elegant and giftable than the standard range.
Tree, linen or room
One product, three ways to use it.
Scent notes
cold mountain air · pine wood · juniper
03 The name
Why does that tree smell so real? That's the secret.
A built-in story
In the spirit of Fire Me Up, with the intimacy that "secret" adds.
Playful, still Mon Dada
A wink, without leaving the brand's calm tone.
Function on the label
"Tree spray" explains what it does, so the name is free to carry the feeling.
Fake tree, real scent
Not everyone admits to a fake tree. The name turns that into a shared secret.
04 Label & packaging
Christmas through name and function, not decoration.
No snowflakes, no red, no illustrations. Christmas through function, name and storytelling.
Forest green
#354F38 · One solid colour, type knocked out
Paper white
#F4F1EA
05 Process
How it got there: from a missing scent to a box on the printer.
- pitch deck · slide 0201
Insight
Artificial trees miss one thing: the scent of a real one.
02First concept
Quick concept visuals to test the gift-set idea.
- pitch deck · slide 0403
Pitch to the team
The why, the name, the label and the campaign in one deck.
- pitch deck · slide 0604
Packaging directions
Three box & label combinations, weighed against the range.
05Lid layouts A–D
Four lid compositions compared side by side.
063D tests
A scripted Blender scene to check fit, light and proportion.
07Print-ready
Dielines, supplier fit checks and a Pantone proof.
Lid alternatives
Iteration
First version, and what changed after feedback.
Before
Built on the existing room-spray bottle and label system.
After
A more elegant, refined and minimal bottle and design. [Why: in your words — feedback from the team, the gift moment, shelf presence.]
06 Campaign
Four moments, from a hint to everyone's scented tree.
Tease
Fir needles, warm lights, hands on branches.
Almost
The bottle half hidden, only the green band visible.
Reveal
The product, the scent and everything around it.
Afterglow
People spraying their own trees. UGC if possible.
Campaign line
No one has to know.
07 Outcome
[Result: launch, sales or reactions once known.]
For now: a complete product, from the insight to print-ready files, handed over to production for Christmas 2026.