A Fragrant Raya Celebration – “Cottage by the Field”
2 min reading time
Challenge:
Sanren Journey set out to strengthen its emotional connection with consumers during the festive Raya season while launching its new fragrance, “Cottage by the Field.” The goal was to:
- Drive awareness of the new scent while integrating cultural traditions.
- Position Sanren Journey as a premium lifestyle brand during Raya.
- Create a memorable and interactive experience that would make the brand stand out in a saturated festive market.
The challenge was to blend tradition, innovation, and emotional storytelling into a cohesive campaign that celebrated the essence of Raya.
Solution:
We designed a multi-layered Raya campaign that brought together sensory marketing, interactive design, and emotive storytelling, centered around the “Cottage by the Field” fragrance — a scent evoking the serenity of a countryside picnic.
1. Creative Concept: “Scented Memories of Raya – Cottage by the Field”
The core idea was to capture simple, cherished moments — family picnics, shared meals, and the peacefulness of nature — all tied together with the soothing fragrance of “Cottage by the Field.”
- Scent Story: A harmonious blend of wildflowers, fresh grass, and subtle musky notes, designed to evoke a feeling of peace and nostalgia, reminiscent of a quiet countryside picnic.
2. Interactive Green Packets – Spinable Floral Design
Green packets (duit raya) are an integral part of Raya traditions. We elevated this tradition by creating spinable floral green packets, blending cultural motifs with interactive design.
- Spinable Element: Each green packet featured an intricately designed floral motif at its center that users could spin, adding a tactile and playful element to the traditional gifting experience.
- Design Aesthetics: Inspired by classic Raya floral patterns, the green packets came in earthy tones — deep brown, sage green, and forest green — reflecting the countryside theme of the new fragrance.
- Brand Integration: The Sanren Journey logo was subtly incorporated into the design, ensuring brand visibility while maintaining the elegance of the green packets.
3. Emotional Video – “The Fragrance of Togetherness”
A heartfelt video captured the essence of Raya — family, tradition, and scent.
- Storyline: The film followed a friends gathering for Raya, where they recreate a childhood tradition of a countryside picnic, surrounded by wildflowers and laughter. The spinning floral motif from the green packets was used as a recurring symbol of continuity and connection across generations.
- Product Integration: The “Cottage by the Field” fragrance was subtly present throughout the video, reinforcing the emotional link between scent and memory.
