Work

When you have an impeccable reputation that lasts for over 250 years, you must be doing something right. Caswell-Massey, America’s first Apothecary, was doing the right thing when it created personal products and fragrances that were favored by such hallowed figures as George Washington and John Quincy Adams. Lorél partnered with Caswell-Massey to attract new, younger customers without abandoning its history…or its existing base.

Lorél took the unique historical appeal of the catalog, so recognizable to its base, and married it to a cleaner, contemporary look. Clean crisp photography and short, concise copy contributed greatly. Match that with improved navigation, density reallocation and effective cross-selling, and the result was an immediate lift in sales.

When Caswell-Massey decided to enter the high-end retail channel through stores like Bergdorf-Goodman with a new luxury line, they once again turned to Lorél to create an image and voice tailored to the new venture. Lorél used the history to the line’s advantage with simple, yet rich, contemporary imagery coupled with copy that embraced this company's 250 years of producing high-quality toiletries to create a beautiful branding catalog.