GROVE ENGLAND
Brand Strategy | Visual Identity | Packaging Design | Web Design
Creating a brand world for a British fragrance house translating the beauty of unscented botanicals into the scents they deserve.
Our studio tasked with developing GROVE England, a refined British fragrance house founded by award-winning designer Laura Butler-Madden. The brand captures the essence of nature’s unscented botanicals, transforming their visual beauty into luxurious fragrances for body, bath, and home.
From concept to launch, we partnered closely with Laura to define GROVE England’s purpose, positioning it as an elegant yet approachable fragrance line in the fine fragrance market. Through strategic brand development, we crafted GROVE England’s unique identity, ensuring it stood out yet aligned with other luxury fragrance brands.
From brand strategy and visual identity to packaging and web design, our comprehensive approach allowed us to articulate the brand’s calming, aspirational aesthetic in every touchpoint. The result is a cohesive and memorable brand that reflects Laura’s vision of creating calm, timeless beauty, aligning with her interior design ethos and adding value to everyday rituals.
The wordmark uses a classically modern,
thick san-serif to contrast & ground the floral brand illustration and is enhanced by an art nouveau-inspired icon
The brand floral motif draws from 19th-century botanical journals. This central detail changes to represent each scent - enabling the brand to expand with future fragrance collections all the while maintaining visual cohesion.
Every design decision, from packaging materials to web aesthetics, was meticulously crafted to align with GROVE England’s values of refined, natural beauty and sophistication.
SECTOR
Fine Fragrance
Beauty & Skincare
Home Fragrance
Lifestyle
Brand Strategy
Visual Identity
Brand Voice
Art Direction
NPD
Web Design
Web Development
Content Marketing Support
CLIENT
GROVE England
DISCIPLINES
Patrick Butler Madden, Photography
Landlore, Film
Beauty Pulse Labs, NPD
COLLABORATORS