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Chen Walks Delicate Balance

Chen Walks Delicate Balance

Chen Design Associates has redeveloped the brand from the ground up for Juniper Ridge, a fragrance company that “creates seasonal, limited editions of harvested plants from real places backpackers love.” The project includes packaging, printed collateral and retail website. The core branding message: Juniper Ridge products reconnect people with the experience of being in nature by simply going to the mountains, harvesting wild plants and distilling natural fragrances. The new look and feel walks a delicate balance between humble and organic, and sophisticated and timeless. Miniature brown glass bottles give more the sense of an elixir made with whiskey stills and copper pipes rather than a perfumery. Retro rounded bottles evoke the nostalgia of camping as a kid. Refined typography with customized red-stamping denote a one-of-a-kind harvesting locale and season. Their product look book is now a retro-inspired postcard package that unfolds to reveal views of Juniper Ridge's “life on the trail.” Obi Kauffman is art director at the client. SEE MORE >


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