Fill Mill
As a refillable candle brand, Fill Mill started as a sustainable and elegant way to get more out of your candles. Just pop in a new scent mill into the beautifully-designed vessel and voila, you’ve changed your environment. The brand needed a new content strategy and an evolution of brand elements to reflect its growth. I led the team through a visual design refresh, starting with a key site pages and upgrading the photography direction for both lifestyle and product, building up a new asset library.
General Manager: Julia Fenwick
Design Collaborators: Lauren Brooks, Abigail Lund
Photographers: Mark Asuncion
I brought on external content creators to develop assets reflecting the upgraded vessel materials and new scents. Developed a strategy with the product development team on categorizing our scent groups utilizing a new visual language and naming structure.
I worked closely with the product team to reimagine the organic pages and paid landing pages, as well as the main PDP and start flow experiences.
Scent is historically hard to translate over a digital platform, so we focused in on the fact that you could edit your surrounding instantly, as well as leaning on customer and press testimonials to showcase the beauty of the Fill Mill product.
