Brief
Strengthening of singularity
As it approaches its 10th anniversary, Cocooning Love is entering a phase of strategic maturity. The brand aims to consolidate its positioning, clarify its identity, and structure its overall experience, from the product to the web, from packaging to tone of voice.
Through collaborative workshops combining reflective and targeted activities, our team discovered that it was not necessary to reinvent the brand, but rather to name, protect and strengthen what makes it unique: a simple, human and deeply soothing sensory experience.
Goals
Providing a framework for growth
- Identify and formalize what constitutes the immutable essence of the brand in order to preserve its uniqueness over time;
- Understanding the needs, expectations and motivations of users to align the brand strategy and the experience offered;
- Establish consistent UX and visual foundations, capable of being deployed across all physical and digital touchpoints;
- Supporting brand growth and expansion by delivering a readable, stable, and emotionally engaging experience.
Tools and partners
Complexity and challenge
Transposing the sensory experience online
The heart of the challenge lies in a central tension: how to transpose a fundamentally sensory experience (olfactory, tactile, emotional) into a digital environment that cannot make you smell or touch? Added to this are several complexities: preserving the attachment of loyal customers while welcoming new profiles, maintaining emotional gentleness while respecting the requirements of ergonomics and accessibility, and structuring an already loved brand without freezing or diluting it.
Approach
Laying the foundations for what will not change and seizing what stands out
Thanks to targeted workshops conducted with Cocooning Love, our team was able to clearly identify the brand's unchanging foundation. A UX approach isn't about starting from scratch, but about understanding what needs to be preserved, strengthened, and structured. This work of clarifying the foundations allowed us to anchor the UX analysis and recommendations in a solid, coherent, and sustainable vision.
Foundation of the brand experience
The strategy led to the naming of the Cocooning Moment as the heart of the Cocooning Love experience. It's that moment when skincare transcends its function to become a ritual: a soothing fragrance, an enveloping texture, a simple gesture that invites you to slow down. It's this gentle and reassuring moment of self-presence that creates a lasting sensory and emotional connection, which will guide subsequent user searches.
Understanding the relationship between the user and the brand
Everyone experiences the Cocooning Moment differently. The challenge, therefore, is to understand how this moment is experienced, sought, and interpreted by real people. As previously discussed, the Cocooning Moment must reflect the five founding pillars. This analysis allows us to move from a declarative brand strategy to an embodied one. By linking the founding pillars to the emotional and functional needs of users, it becomes possible to base future UX, visual, and editorial decisions on clear, consistent, and shared foundations, thus adapting the Cocooning Moment to everyone. Users become strategic benchmarks. They serve to validate, refine, or reinforce the brand's pillars, ensuring that each evolution of Cocooning Love remains aligned with its essence while meeting concrete human expectations. How do sensory pleasure, stability, trust, and authenticity manifest themselves concretely in behaviors, choices, and purchasing journeys?
Solution
Translate these principles into a coherent visual system
Having clarified the context, the essence of Cocooning Love, the UX principles, and the targeted user needs, the next step is to translate this understanding into a robust visual and experiential system. Branding is no longer simply a matter of aesthetics; it becomes a UX system in its own right. The goal of branding is to create visual tools capable of extending the Cocooning Moment at every touchpoint and offering a recognizable, soothing, and consistent experience, whether in-store, online, or when opening a jar.
The project led to the creation of a clear strategic framework centered around the Cocooning Moment: an experience of gentleness, calm, and presence, experienced both in the act of self-care and in the digital environment. We structured a complete brand UX system—brand tone, visual direction, photography, typography, colors, and packaging—designed as a truly scalable system. This framework allows Cocooning Love to grow without losing its essence, while strengthening the coherence, clarity, and sensory appeal of its world.
Results
A soothing and immersive digital experience
Cocooning Love's new strategy and visual branding are now based on a holistic analysis of its users' needs and tangible data from emotional design. The online and physical experiences become coherent to express and bring the Cocooning Moment to life.
“We wanted to collaborate with a team that could understand our core values and challenges, while also providing a solid external perspective. Maze inspired confidence in us thanks to their clear approach, their expertise in e-commerce, and their understanding of our reality.”
Cocooning Love
