Caftari
Client story
Caftari is a line of luxury fragrances that are formulated to create daily moments of mindfulness using aromacology. The founder, Shreya, came to us with a vision build a brand that put the science at the forefront, but in a way that felt sophisticated and stylish.
“Branding is a major decision and investment, and Wayfarer gave us the time and space to feel fully confident in the direction we were taking. It was clear from the start that she wasn’t in it for a quick win — she genuinely cared about building something lasting.”
Process
Our main focus was to find a way to merge science and style in a clever way. Could we design a brand experience that put the science and impact of each fragrance at the forefront, BUT also still felt beautiful enough for anyone to want to place on their nightstand or bathroom counter? And could we do all of this in a way that felt different than the many other candle brands out there? Setting Caftari up for a successful launch as an innovative new voice within the industry that would attract retailers.
Our design solution was to create a custom brainwave pattern for each fragrance that represents how the scent influences our neurochemistry.
“Everyone I speak to comments on how elevated and refined the branding feels. In the luxury space, branding is your moat — and they’ve been instrumental in helping us define and own that differentiation.”
The Results
“Since our launch, we’ve been fortunate to achieve some incredible milestones — from winning prestigious packaging awards to securing placements with renowned retailers like Free People, Equinox Spas, Four Seasons Hotels, Credo Beauty, and Bergdorf Goodman. At every turn, the feedback we’ve received has been consistent: the packaging stands out.”
“Wayfarer is much more than a creative agency — they’re true partners in the process. They care deeply about your success and will guide you through every decision with thoughtfulness and clarity. It’s a collaborative, inspiring process — and one that leaves you with a brand that actually feels like you, but better.”
Our Role:
Brand Identity, Packaging, Shopify Design + Development, Social Media, Email Marketing, Pitch Deck Design, Retail Signage
Collaborators:
Copywriting by Required Reading
