Drift
Drift is a car and home fragrance range that aims to create a sense of place through the transportive magic of scent. The car, home, and wearable fragrances are built to enhance your world through scent, with a brand personality built around that person who knows every scenic route, crafts the best road trip playlists, and always has the windows down. This was a fun one, with the tone of voice leaning more masculine. In addition to the romance and site copy (which got a full audit for tonality down to the 404 error pages), I also created extensive style guides and brand books, copy for physical packaging, copy for Walmart, Target, and Amazon, and collaborated with product development on scent and product names.
