Presenting a collaborative brand strategy project between Aesop, a global leader in sustainable skincare, and Chilewich, a textile innovator known for its design-forward homeware. Our goal: to create a compelling go-to-market strategy for the launch of the “Interlude Mat”, a sensorial, sustainable product that invites consumers into moments of pause and presence.
Rooted in primary and secondary research, our team developed a launch plan that aligned both brands’ values - minimalist aesthetics, sensory mindfulness, and environmental responsibility. We analyzed user feedback from a pilot launch and identified a measurable lift in brand affinity among Gen-Z and millennial consumers.
By synthesizing insights from market trends, sensory design, and consumer behavior, we proposed a digital-first rollout strategy to amplify engagement across global markets.
PROBLEM
Chilewich, known for its durable woven textiles, struggled to emotionally connect with younger, design-conscious consumers. Their product line was seen as functional but lacked the storytelling and ritual-driven value that modern luxury buyers seek.
With wellness trends shifting toward minimalism, mindfulness, and tactility, we identified a missed opportunity: surfaces; not just products, can be part of meaningful self-care rituals.
CHALLENGES
How might we transform functional daily routines into emotional rituals?
STRATEGY
In collaboration with Aesop, a brand revered for its sensorial storytelling and minimalist design, we proposed the Interlude Mat - a foldable, travel-friendly surface designed to house skincare tools and evoke calm, order, and tactile joy.
We analyzed Chilewich's TerraStrand material for its sustainability and aesthetic strength, merging it with Aesop’s ritual-driven ethos to create a co-branded product that appeals to career-focused millennials and Gen Z consumers.
EXECUTION
KEY ELEMENTS :
Product Design: Foldable mat with brush/tool slots, woven strap, optional scent infusion
Target Audience: 25–35, mobile professionals seeking aesthetic + function
Digital Campaign: Website as storybook, influencer seeding, in-store activations
Emotional Hook: “Not a purse, but a pause” - luxury as a daily, tactile ritual
OUTCOME
Our research indicated strong alignment with emerging consumer values :
Increased brand affinity among design-aware, wellness-focused users
Viable launch projections with 5,000 units yielding ~$350K gross revenue
Brand storytelling enhanced Chilewich’s visibility in wellness and gifting markets
Market Research | Sensory Branding | UX Strategy | Business Modeling | Sustainability | Team Collaboration