Aura Cacia

Aura Cacia is North America’s largest purveyor of essential oils. The company called on Change to help rediscover its essence.

Change was truly refreshing to work with! The very thorough branding process they took us through was amazing! It really helped us gain a better understanding of who we are, what we do, and who we sell to. If you are looking for a change in the right direction, I strongly recommend Change.
– Steve Shriver, VP of Aura Cacia.

Aura Cacia was founded in the ‘naturals’ space, and the company grew alongside the sustainability movement. As the market grew, however, came competitors who annexed Aura Cacia’s claim of ‘Purity’, confusing consumers.

Change and Aura Cacia engaged to redefine purity in a way that competitors could not follow. Using an A,B,C process, Change worked with the Aura Cacia team to launch ‘Purity Plus’ – positioning that referred to Aura Cacia’s pure essential oils, as well as the company’s striving for purity in business, ethics, worker treatment and environmental footprint. This positioning was unique in the market, and completely reflected the company’s business sensibilities.

Once the Audit and Build were complete, Change began the Communication phase. A new logo was designed, along with a new color palette. Both of these elements were then incorporated into a complete label redesign. In every element of the communication, simplicity and purity was stressed. What’s more, the redesign was carefully orchestrated for maximum shelf presence against the muted competitive products.