Concept Product Development

Project background

This project was completed for Firmenich. I led a team of flavorists to create magical botanical flavor concepts aligned with the 2022 Flavor of the Year Campaign. The purpose of the campaign and concept creation was to showcase the creativity of our in-house flavorists in taking a varied approach to flavor creation for a more multi-faceted, emotionally-inspired outcome. The project aligned with the company's goals in transforming diets by improving food and beverage for people and planet.

Creative process

I designed the creative briefs to be aligned with the diet transformation goals of the company by devising flavor creation parameters. I delivered and managed the briefs with the team of flavorists, spanning from North America, Mexico, Brazil, Belgium and Singapore. When the flavor concepts were finalized, I branded each concept and wrote narrative and sensory stories to coincide with each flavor creation to capture the flavorist's inspiration and align with the campaign's initiatives.

Final results

The flavor concepts were distributed globally to each affiliate in North America, South America, Europe, Middle East and India, China and Southeast Asia. The teams received the concepts and applied them to a variety of applications to be shared with their regional customer base. The applications shown to customers displayed the company's in-house creativity, goals in diet transformation, and encouraged customer relationships while generating new briefs.