Eau de Pretzel
knead
perfumerie
Client: Auntie Anne's
Agency: M Booth
Designed for: Abel McCallister Abel
Introducing knead, Eau de Pretzel - Auntie Anne's butter scented fragrance pop up
that whisks you away to a realm of pretzel perfection.
Auntie Anne's signature scent has long been a powerful brand asset, drawing customers from across malls
and travel centers to their locations. With Gen Z showing strong mall presence and both Gen Z and
Millennials driven by nostalgic experiences, the timing was perfect to transform this sensory trademark
into a wearable fragrance.
My Part
- Design Direction
- Graphics
- 3D Modeling
- Rendering
- Creative Strategy
Intial Concept Render
Instagram-able
We designed and executed the world's first Pretzel Perfumerie, an Instagram-worthy pop-up experience in New York City that elevated the humble pretzel to haute couture status. The experience featured:
A sophisticated fragrance sampling station where guests could experience Knead's unique notes of buttery dough, salt, and sweetness
An exclusive merchandise area offering limited-edition swag items
A complimentary tote bag and Original Pretzel for all visitors
Custom photo moments designed for social media sharing
Interactive sensory experiences that brought the brand's signature scent to life
The pop-up generated immediate buzz, drawing a line of over 100 eager fans before doors opened. The experience successfully merged the familiar comfort of Auntie Anne's pretzels with the exclusivity of a luxury fragrance launch.
