Global Brand Strategy Development -
Orebella in Australia
Brand strategy that will launch Orebella into the Australian market through a limited edition fragrance launch and packaging paying homage to nostalgic Australian botanicals and the Opal, Australia’s national gemstone. Includes a distribution/retail plan and a comprehensive integrated marking campaign designed for Australian consumers. The launch strategy will rely heavily on Australia’s holiday season, including Black Friday, Cyber Monday, and most importantly, Boxing Day.
Year
2025
Mockup Client
Orebella
Limited edition fragrance paying homage to native Australian botanicals
Base Notes
Sandalwood - rich, earthy distinctive scent, rich with creamy, sweet and balsamic notes
Dry Woody Amber - warm, sophisticated and sensual with a blend of earthy, resinous and slightly powdery notes
Blue Cypress - fresh, woody and spicy evergreen with hints of fruit and sweetness
Middle Notes
Kunzea - fresh, crisp and woody aroma with earthy and slightly medicinal undertones, reminiscent of the Australian bush
Honey Myrtle - fresh, sweet and lemony aroma with soft, citrus undertones and sweet honey like fragrance
Top Notes
Lemon Myrtle - strong, deep lemon aroma, similar to lemongrass but sweeter
Golden Wattle - (Australia’s national flower) rich, sweet floral with honey and woody aroma
Petrichor - (Coined by Australian scientists in 1964) Earthy scent of rain as it freshly hits dry soil, blend of fresh damp and slightly musky aroma, nostalgic smell for Australians
Packaging design is reminiscent of Australian Opals. Each packaging has a slightly different design to show no two opals or Orebella users are the same
95% of all Opals globally are mined and sourced from Australia, due to the economic and cultural importance of this gem stone, in 1993 it was officially declared Australia’s national gemstone.
Limited Edition Secondary Packaging
Energetically, the Opal helps enhance self worth, confidence, and self esteem bringing in an energy of lightness and spontaneity in one’s life. It stimulates originality and dynamic creativity, helping to expand one’s mind, growing not only creatively, but empathetically as well.
Divine Opal Packaging 10ml
Boxing Day Bundle 50ml & 10ml
Aboriginal Cultural Legend
Opals are linked to Fire and Water, two elements vital for life. The fiery colors symbolize life giving warmth of the sun, while shades of greens and blues represent the healing power of water. The balance of these elements makes the Opal a powerful symbol of harmony in the natural world.
Divine Opal Packaging 50 ml & 100ml
In the dreamtime, when ancestral spirits shaped the world, the Rainbow Serpent journeyed across the land. The serpent emerged from beneath the earth, bringing life to the barren landscape. It created rivers, mountains, and valleys with its scales reflecting all the colors of the rainbow. As the serpent completed its journey and ascended back to the sky, it left imprints of its scales on the Earth in the form of Opals. These stones, born from the serpents touch, encapsulated the colors of the rainbow. Opals are seen as the physical manifestations of the rainbow serpent’s energy and beauty of the natural world. The gems ability to shift colors when viewed from different angles is believed to represent the dynamic nature of lie and interconnectedness of all things.
Pre Launch:
The Alchemy Library Pop up Shop Location: World Square, Sydney
Opening for the month of October only to allow consumers to explore, engage, and build community while building anticipation for the full launch on Black Friday.
Launch Plan
Pre Launch Events
Announcements posted on Orebella’s Instagram feed and IG stories
Main popup event is a fragrance workshop where signature Orebella scents can be recreated.
Social Media Assets - Instagram Story
Social Media Assets - Instagram Posts