Client

Seraph Essence

Repositioned self-care as a lifestyle necessity, doubling daily walk-ins and achieving quarterly goals within two months.

Release Date:

Jun 16, 2015

Stage

Startup

Industry:

Wellness

Service

Rebranding and Positioning

Executive Summary

Seraph Essence, a wellness candle studio, needed to redefine its brand to stand out in the wellness industry. Iaculus crafted a strategy that repositioned self-care as a necessity, leading to double the walk-ins and achieving two quarterly goals within two months.

Premium brand positioning services across Europe

Goal

Making Self-Care a Lifestyle Need

Seraph Essence wanted to shift from being seen as a luxury wellness brand to a necessity for busy, driven individuals. Their goal was to make self-care a lifestyle need that couldn’t be ignored, especially in a fast-paced city like New York.

Problem

Struggling to Stand Out in a Saturated Market

With many wellness brands offering similar products, Seraph Essence struggled to make self-care feel essential to their target audience. They needed a brand strategy that would position them as a must-have for people balancing stressful lives, rather than just another candle company.

Strategy

Rebranding Self-Care as a Premium Lifestyle Choice

Iaculus developed a brand strategy that positioned Seraph Essence’s candles as not just products but enablers of peace, mindfulness, and premium self-care. We created messaging and a visual identity that spoke to overworked New Yorkers, making them crave moments of tranquility and personal rejuvenation. By focusing on the benefits self-care brings to personal freedom and well-being, the brand shifted into an aspirational necessity.

Services Provided

  • Brand Strategy

  • User Research

  • Design Thinking

  • Strategic Branding

  • Communication Strategy

  • Messaging

  • Brand Voice Map

  • Package Design

  • Go To Market Strategy

Results

Doubling Engagement and Achieving Goals

Within just two months of rebranding, Seraph Essence saw double the number of daily walk-ins. The new brand identity and positioning resonated so deeply with their audience that they surpassed two quarterly goals in a fraction of the time. The brand transformation not only increased foot traffic but also strengthened their position as a leader in wellness and self-care in a highly competitive market.

Luxury branding consultancy in London and Los Angeles

Testimoney

Seraph Team

Co-Founders of Seraph

While we wanted to create peace of mind, Arcui helped us get our peace and clarity. 

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