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.