Scentsy is a direct selling company specializing in home and personal fragrance with a flagship product, scented wax bars, that are heated in handcrafted warmers to provide unique alternatives to traditional candles. With more than than 1000 employees at their headquarters in Meridan, Idaho and 100,000 independent consultants, Scentsy is warming the world — a little wax at a time. 

THE CHALLENGE

The Scentsy Family Reunion is THE annual event for Scentsy consultants — one that brings sellers from all over the United States together in one city for four days of celebrating, networking, business training, and more. In 2016, LaineGabriel was asked to create branding and collateral for the year’s Nashville-based conference, including a pre-event mailer and materials sent to consultants at home prior to their departure. 

We began by developing a logo and identity around the conference theme, “Share Your Song,” that reflected its lighthearted and musical nature. That meant incorporating songbirds, vibrant hues, handwritten typography, and patterns based on Scentsy fragrances for a unifying visual language that would be used across all communications.

Inspired by the musical history of Nashville, we turned the tables on a traditional box to make it something more — a turntable itself, one that carried the visual identity throughout with no surface left untouched.

From nametags to guides, t-shirts, and more, every component was thoughtfully and seamlessly integrated to create a box that was much less a box — and much more an experience.

THE RESULT

Considering each piece with a “What if we did this?!” excitement was reflected in the response from the consultants themselves, who took to social media in droves to share their giddiness and appreciation on Instagram and Facebook.