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 and Societal Trends
Research and Interviews
Established Insights
Audience Segmentation and 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
Brand Audit and Competitive Analysis + Culture and Societal Trends
The brand aligns with movements like slow living and ethical consumption, highlighting opportunities to deepen its positioning in luxury, sustainability, and storytelling.
The Slow Movement
De-accelerating the pace of modern life
A more thoughtful, deliberate approach to daily activities
Prioritizing quality over quantity
Savoring the present moment
Fostering deeper connections with people and the environment
Research and Interviews
HYPOTHESIS
Millennials and Gen Z are redefining the good life, seeking wellness, flexibility, and a deeper connection to nature. This cultural shift reflects a growing desire for intention and presence.
SUPPORTING STATISTICS
27% of U.S. adults aged 30–49 say they’d rather live in a rural area than a city.
Only 10% of Gen Z works in an office. With 1/4 of their day spent online, they crave tangible, sensory moments that feel real.
78% of U.S. consumers say that living sustainably matters to them yet they’re skeptical of greenwashing.
Consumer Types
“Sometimes when I buy I’m not mindful. I don’t even think about where it came from. I just buy it because it’s a good price. But then I realize I probably shouldn’t buy from there.”
“I bought a Tesla, thinking I’m doing good for the environment. But just when I think I’m doing my part, am I really?”
“I associate sustainability with expense, but when I purchase consciously, it makes me feel good.”
TRENDS / INTERVIEW INSIGHTS
Core Tension
This audience doesn’t reject pleasure, indulgence, or luxury. They just want to experience it without guilt—and the Slow Movement provides a path to do so authentically.
Instead of fast, mass-produced luxury, artisanal, locally-sourced, and lasting goods, focus shifts from owning more to enjoying more.
