Helping Flamingo Estate live on as a love language.
Challenge and Task
Flamingo Estate’s brand must evolve to express the emotional richness behind its sensory lifestyle and regenerative values. The goal is to develop a more resonant narrative that connects its offerings, including luxury pantry goods, home fragrances, and body care, to a deeper sense of meaning. Through refined positioning, expressive storytelling, and strategic design, we will shape a cohesive identity that elevates its vision, engages audiences, and cultivates lasting desire.
What I Did
Brand Audit and Competitive Analysis
Explored Culture, Societal Norms and Trends
Research and Interviews
Established Insights
Audience Segmentation & Design Targeting
Brand Architecture as Creative Brief
The Outcome
I defined Flamingo Estate’s design target, The Gracious Alchemist, to help the brand connect more deeply with its consumption audience. Rooted in research and interviews, this persona clarified the brand’s emotional tension and now serves as a strategic guide for product, storytelling, and future creative direction.
This rebranding project was executed under the guidance of Susan Gornell | ArtCenter College of Design | Course: Brand, Culture, and Anthropology
This project page is in progress.