L O S T H I G H W A Y S / S C A M P A I G N

Lauren produced and shot the S/S 2020 Campaign, “Lost Highway," which landed Caswell-Massey a contract with the
largest distributor of luxury goods in Japan, introducing the brand to the highly competitive global market.

“Instead of a single woman selling something sexy, a gold bottle with pompous over-the-top names, we did everything that you would’ve learned not to do at a fragrance company.”

–Fabien Baron, Excerpt from, The Eye: How the World’s Most Influential Creative Directors Develop Their Vision

Commission with Doan Ly.

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The refreshed identity still had to read as a luxury heritage brand but more contemporary…

An updated identity was conceived that would encompass the ubiquitous and iconic history of the brand, while retaining elements of the retailer's Eighteenth century American heritage. Original hand-drawn logomarks and etchings were pulled from the archives and modernized for the 21st Century. The new packaging had to be immediately identifiable in a crowded and competitive retail environment, as well as a stylish addition to the customer’s coveted shower/vanity space.

An important step was bringing the Master Perfumers at IFF from behind the scenes to center stage.