PB Case Studies

selected case studies
ODIN . 21 DROPS . SUKI . OLD NAVY

Foundry NYC Inc D.B.A as Odin New York fragrances
Opening its first boutique in 2004, Odin New York was the first male-specific destination
to offer the latest styles from established designer labels and emerging talent. Best
described as New York’s “discerning curators of style”, Odin New York has grown into
a multi-destination retailer earning itself the “Rising Star Award” from Fashion Group
International, ranking #3 in WWD Men’s survey of “America’s 50 Most Influential Men’s
Stores” and garnering the title of “Best Men’s Fashion Store” from New York Magazine.
With a strong, loyal following, Odin New York has and continues to be pivotal in the
growth and evolution of contemporary fashion.
ROLE
Joint venture, Co-founders of Foundry NYC Inc: Holding company for Odin New York
fragrances.
GOAL
Expand Odin New York’s reach from a domestic cult fashion retailer to global visibility
experienced through brand extension in fine and home fragrance categories targeted to
both men and women. Build new endeavor intended to stand independently from brick
and mortar business.
RESPONSIBILITIES
CREATIVE MARKETING . COPYWRITING . DESIGN . PRODUCT DEVELOPMENT .
PRODUCTION . STRATEGY . OPERATIONS
• Create brand language through proprietary naming system and destination-inspired
copy to be expressed in product packaging and print collateral.
• Design and implement new brand assets to enhance consumer experience in product
packaging, training tools and in-store signage for both fine fragrance and home
fragrance categories.
• Develop and manage product creation from concept to completion: sourcing,
fragrance formulation, packaging and supply chain logistics through finished goods.
• Establish and oversee domestic and international sales strategy and contractual
negotiations with global distributors.
Client: Odin
Role: Creative Marketing . Copywriting . Design . Product Development . Production . Strategy . Operations

Client: Odin . Packaging Design and Product Development

01 SUNDA 04 PETRANA02 OWARI 06 AMANU03 CENTURY 07 TANOKE
04 PETRANA
EDP 100ML
Created by Jean-Claude Deville
2010 – DROM Fragrances
Transported to a Jordanian desert landscape covered in
blooming Black Iris comes a floral scent that reveals its dark
complexion from earth to air. The heart of Petrana emerges
from a foundation of wild orris root and green violet leaf
absolute. Herbaceous coriander, spicy pink pepper and deep
purple cassis float above the blooms infusing luminous freshness.
Top notes : Deep Purple Cassis, Pink Pepper, Herbaceous Coriander
Middle notes : Black Iris, Violet Leaf Absolute, Garden Heliotrope
Base notes : Wild Orris Root, Earthy Vetiver, White Musk
Client: Odin . Proprietary Naming and Destination-Inspired Copy

Client: Odin . Browns London 40th Anniversary Installation

OCTOBER 2010
Wmagazine
NOVEMBER 2009
Now Smell This
Gift Sweet
The partners behind hip men’s
clothing mini chain Odin New
York recently teamed with
renowned fragrance house
Drom to create three unisex
scents: Nomad is a tempered
sspice, Owari a grown-up
grapefruit and Century a
sweet woodsy blend.
$110 each; odinnewyork.com
25
APRIL 2010
...odin’s #04 petrana
is a redolent juice
of coriander, pink
pepper, and cassis.
Client: Odin . Publicity

“In these challenging times, nothing
can hold back their entrepreneurial
drive and their vision is the future of
the business we all love.”
-Mary Ellen Lapsansky, Vice President
of The Fragrance Foundation
“These independent creators play an
important role in our industry by
engaging the consumer with their
unique stories.”
-Cos Policastro. EVP, Fine Fragrances,
Givaudan
2010 FiFi Best Packaging
Men’s Prestige Finalist for Odin 01, 02 and 03
2011 FiFi Perfume Extraordinaire
Finalist for 04 Petrana
2012 Indie FiFi Award
Client: Odin . Achievements

21 DROPS
21 Drops is a thoroughly modern line of therapeutic grade essential oils created to
counteract the effects of our thoroughly busy lives. Their artisanal blends are 100%
natural. Tried, tested and incredibly effective. Designed for use anytime, anywhere.
ROLE
Branding, Marketing and Design Partner, Social Media.
GOAL
Completely transform the perception of aromatherapy by creating a marketing and
design solution that elevates and redefines a typically uninspiring category. Develop
and implement a first of its kind brand aesthetic and initial identity within a twelve-
month time frame meeting strict fourth quarter launch expectations while staying true to
brands mission to replace synthetic pharmaceuticals with blends that counteract the 21
daily concerns that plague us the most.
RESPONSIBILITIES
Creative Marketing . Strategy . Copywriting . Design . Product
Development . Online Strategy
• design product packaging that defines the brand architecture as a combination of
modernity and age old tradition through portability, individual identity and product
preservation to easily deselect from 21 skus.
• develop seasonal marketing strategy and oversee execution from concept to finished
initiative.
• create and implement branded copy to ensure approachability and consistency at
multiple consumer touch points including: POS materials, social media and training /
marketing assets.
• construct social media strategy to act as a platform for active followers to communicate
as brand ambassadors in order to enhance awareness and increase revenue.
Client: 21 Drops
Role: Marketing . Strategy . Copywriting . Design . Product Development . Online Strategy

pentawards
GOLD AWARD
2011
pentawards
GOLD AWARD
2011
{
{
Client: 21 Drops . Achievements and Recognition

Client: 21 Drops . Packaging Design

Dist. 21 Drops, LLC.
Delray Beach, FL 33483
877.673.7677
www.21drops.com
1
2
3
4
6
7
8
5
TryMe
A thoroughly mo
counteract the eff
and proven in app
(certified organic o
taken what we alr
properties of plan
hearts and minds.
The science of he
essential oils to s
chemistry in our b
to pharmaceutical
the bad with the go
The result? Arom
and incredibly effe
Pulse Points
• Blends can be applied to numerous pulse points, however the most popular point is on the inside of the wrist. Apply
preferred blend to inside of wrist and inhale through the nose.
Benefits of Skin Application
• Pulse points allow for easy absorption.
• Essential oils repair the skin while simultaneously addressing their primary function.
• Some essential oils are topical analgesics and provide a pain-killing effect.
1. Crown of head
2. Temples
3. Behind ears
4. Neck
5. Upper and lower back
6. Under the nose
7. Abdomen
8. Collarbone
Energize the body, help oxygenate the blood and promote
blood flow. This blend is about getting the fire started.
The Oils: Cedarwood, Rosemary Leaf, Black Pepper Seeds
and Juniper Fruit
Stimulate the lymphatic system to help flush toxins from the
body, dispel nausea and ease water retention. This blend
reverses bad decisions made the night before.
The Oils: Juniper Fruit, Geranium Leaf, Lavender Flower and
Cardamom Seed
Promote playfulness, enthusiasm, exploration and an
appetite for life. This blend sparks your libido.
The Oils: Jasmine Flower, Rose Flower, Cardamom Seed
and Sandalwood
Relax the nerves, steady the heart and calm the mind. This
blend brings you back to center.
The Oils: Sandalwood, Palmarosa Grass, Rose Flower and
Frankincense Resin
Increase circulation while reducing pain, inflammation and
stiffness. This blend takes the aches and pains out of life.
The Oils: Myrrh Resin, Juniper Fruit, Ginger Rhizome and
Helichrysum Flower
Clarify thinking and bolster attention to detail, organization
and efficiency. This blend clears away the mess in your mind.
The Oils: Rosemary Leaf, Peppermint Leaf and Frankincense
Resin
Stimulatebloodflowtothebraintohelprelievevasoconstriction
and the dull ache or the throbbing pain often associated with
headaches. This blend helps you get on with your day.
The Oils: Rosewood, Lavender Flower and Peppermint Leaf
Counteract monthly irritability, anxiousness and discomfort.
This blend helps you embrace that you are of nature.
The Oils: Grapefruit Rind, Geranium Leaf, Jasmine Flower
and Palmarosa Grass
Bolster confidence, empower and assure. This blend helps
you believe in yourself.
The Oils: Cedarwood, Rosemary Leaf and Rose Flower
“Drained?”
“Overindulged?”
“Headache?”
“Lustless?”
“Moody?”
“Achy?”
“Distracted?”
“PMS?”
“Unsure?”
Invigorate
Hangover Calm
Headache De-stress
Passion Uplift
Equalize Carry On
Pain Relief Immunity
Focus Decongest
PMS
Strength
Finally, a healthy alternative! Our oils provide a synthetic-free substitute to treat the everyday ailments that plague us the most.
We wouldn’t ask you to try anything that we hadn’t already tried ourselves. Just ask founder, Cary Caster’s three children, who
to this day have never taken an aspirin. Quite simply put, 21 Drops is as dedicated to your health and wellbeing as we are to
transparency and safety.
A21st
CENTURYAPPROACHTOHEALTH
Energize the body, help oxygenate the blood and promote
blood flow. This blend is about getting the fire started.
The Oils: Cedarwood, Rosemary Leaf, Black Pepper Seeds
and Juniper Fruit
Stimulate the lymphatic system to help flush toxins from the
body, dispel nausea and ease water retention. This blend
reverses bad decisions made the night before.
The Oils: Juniper Fruit, Geranium Leaf, Lavender Flower and
Cardamom Seed
Promote playfulness, enthusiasm, exploration and an
appetite for life. This blend sparks your libido.
The Oils: Jasmine Flower, Rose Flower, Cardamom Seed
and Sandalwood
Relax the nerves, steady the heart and calm the mind. This
blend brings you back to center.
The Oils: Sandalwood, Palmarosa Grass, Rose Flower and
Frankincense Resin
Increase circulation while reducing pain, inflammation and
stiffness. This blend takes the aches and pains out of life.
The Oils: Myrrh Resin, Juniper Fruit, Ginger Rhizome and
Helichrysum Flower
Clarify thinking and bolster attention to detail, organization
and efficiency. This blend clears away the mess in your mind.
The Oils: Rosemary Leaf, Peppermint Leaf and Frankincense
Resin
Stimulatebloodflowtothebraintohelprelievevasoconstriction
and the dull ache or the throbbing pain often associated with
headaches. This blend helps you get on with your day.
The Oils: Rosewood, Lavender Flower and Peppermint Leaf
Counteract monthly irritability, anxiousness and discomfort.
This blend helps you embrace that you are of nature.
The Oils: Grapefruit Rind, Geranium Leaf, Jasmine Flower
and Palmarosa Grass
Bolster confidence, empower and assure. This blend helps
you believe in yourself.
The Oils: Cedarwood, Rosemary Leaf and Rose Flower
“Drained?”
“Overindulged?”
“Headache?”
“Lustless?”
“Moody?”
“Achy?”
“Distracted?”
“PMS?”
“Unsure?”
Invigorate
Hangover Calm
Headache De-stress
Passion Uplift
Equalize Carry On
Pain Relief Immunity
Focus Decongest
PMS
Strength
Finally, a healthy alternative! Our oils provide a synthetic-free substitute to treat the everyday ailments that plague us the most.
We wouldn’t ask you to try anything that we hadn’t already tried ourselves. Just ask founder, Cary Caster’s three children, who
to this day have never taken an aspirin. Quite simply put, 21 Drops is as dedicated to your health and wellbeing as we are to
transparency and safety.
A21st
CENTURYAPPROACHTOHEALTH
Client: 21 Drops . Corporate Identity . Tester Unit Design and Brochure Design

The Smell of Design
“This project was unique in that our
client showed complete trust, have
impeccable taste and were willing
to push the envelope, which resulted
in a brand that represents very little
compromise on concept and design,”
-Kelly Kovack
Purpose-Built Creative Director
Client: 21 Drops . Publicity
Quick Sniffs by Hilary Howard
Aromatherapy For
The Harried Angeleno by Alice Short

SUKI CLINICALLY PROVEN NATURAL SOLUTIONS
Suki is the first and only synthetic-free cosmeceutical solution that integrates advanced
technology with clinically proven results. Each product is tested to work in unison with
the skin, delivering a clear, youthful and healthy complexion.
ROLE
Brand Restaging, Marketing and Design Partner, Product Development Consultation,
Social Media.
GOAL
Reposition brand to expand distribution footprint from natural to a dual-prong strategy
straddling both premium and natural channels for face, body, hair, color and spa.
Establish and differentiate founder Suki Kramer as a natural authority with an emphasis
on responsible lifestyle choices.
RESPONSIBILITIES
Creative Marketing . Brand Strategy . Interactive Strategy . Naming and
Copywriting . Design . Packaging Development
• Construct marketing strategy and manage annual calendar to maximize brand building
opportunities and revenue goals.
• Create and apply proprietary language to multiple consumer touch points including:
product packaging, POS materials, e-commerce / social media and training assets.
• Develop style guide for consistency in branding and design for logo usage, marketing /
training materials, product packaging and interactive assets.
• Build an effective social media platform that produces a sizable return on investment
and actively engages a strong, loyal community staged as brand ambassadors.
• Design and manage all interactive initiatives to ensure consistent consumer experience
and measurable revenue increase.
Client: suki
Role: Creative Marketing . Brand Strategy . Interactive Strategy . Naming and Copywriting . Design . Packaging Development

before after
Client: suki . Packaging Design and Brand Restaging

Client: suki . New York Eco Fashion Week - The Green Shows

evolutionary skin care scienceTM
the truth skin deepTM
the truth down to the rootsTM
know your beauty ®
Client: suki . Proprietary Language

unveil
a new level of
skin perfection
- harper’s bazaar
a little
extra for
the face
new york times -
Client: suki . Publicity

blending
science &
nature
Client: suki . Video Series - Training and Education

Client: suki . Interactive Design and Development

OLD NAVY
Owned by Gap Inc., International fashion retailer Old Navy has more than one thousand
stores in the United States and Canada dedicated to bringing consumers on-trend
apparel, updated basics and stylish accessories at an affordable price.
ROLE
Personal Care and Home Fragrance Development Partner.
GOAL
Identify and develop new beauty and home fragrance categories that support and
elevate brand’s seasonal marketing focus and core product flow while providing
premium formulation and on-trend packaging at affordable prices.
RESPONSIBILITIES
strategy . copywriting . design . product development . production .
creative marketing
• analyze competitive landscape in order to conceptualize and develop an effective
personal care strategy consistent with brand’s company-wide seasonal goals.
• Execute seasonal trend presentation based on all beauty touch points to articulate
fashion trends in personal care category for complete lifestyle options.
• create distinctive brand language through a proprietary naming systems and sub-
brand copy.
• introduce and develop beauty category product to market process aligned with
seasonal merchandise flow while overseeing all product development and packaging.
PROGRAM SYNOPSIS
2006-2009: Pool House, ONSCO Core Brand, Valentine’s Day, Holiday.
KEY ACHIEVEMENTS
• Increased overall margin by 15%.
• ONCO flavored lip balm six sku program became the first personal care product to be
put on 12 month auto replenish status.
Client: Old Navy
Role: Strategy . Copywriting . Design . Product Development . Production . Creative Marketing

Client: Old Navy . Holiday 2007

Client: Old Navy . Summer 2007

Client: Old Navy . Valentine’s Day 2009

Client: Old Navy . Holiday 2009

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