Caldrea

Appeal to the Senses

Caldrea was founded on a simple and powerful idea that caring for our homes should be a beautiful experience. The brand seeks to elevate homekeeping products to the gift giving market by designing complex fragrances, using natural ingredients and inspiring customers with dramatic and beautiful product design.

Caldrea chose Fry to reinvigorate its high end gifting brand online. Their site had become out of date and out of step with its premium product offering. Gift giving (being giftable) is a major part of the brand’s strength and success. Fry created a newly inspired digital direction for the brand that aligned with the product rebranding effort (happening in parallel).

The new creative direction uses open page layouts, beautiful typography, and dramatic imagery to communicate the high-end luxury feeling of a thoughtful gift.

Results:

• The redesign launched in 2012 and immediately garnered fan attention and beat holiday forecasts
• Designed to be easy for the internal team to update with automatic font replacement and CSS presets
• A dramatic color variety is built into the site’s design that emphasizes branded fragrance lines
• New site taxonomy and architecture fosters much easier wayfinding for new customers
• Product pages support cross-browsing between scents and product forms

• User Experience Design
• Creative Design
• Front-End Co-Development
• Managed Services & Hosting