For: ArtCenter College of Design – Rebrand Project
Role: Packaging Design, Photography, Content Creation

Sentirsi Feroce.
Feel Fierce.

Tesoro (Italian Translation = Treasure)

Tesoro was created for the fierce, empowered, hard working woman who loves herself. She takes charge of her life, and is not afraid to make herself feel beautiful. After a long day, she craves to be swept away to another place. That is where Tesoro comes in. Our candles and diffusers ignite and illuminate her senses, making her feel like an erotic goddess. Whether she treats herself to a warm bath with a glass of wine. Or relaxes in bed reading her favorite book, she treasures, and values these moments of tranquility and relaxation.


Tesoro provides men and women (30-40) reasonable priced fragrances for the home consisting of candles, diffusers, and home spray.


  • Males & females belonging to 25 – 50 years age group.
  • Professionals who are earning up to $60,000.00
  • Undergraduate degree or higher.
  • Having a stable job and education suggests this target
  • group is able to bear the expenses of our product.

Psychographic sections

By applying the VALS segmentation model, Tesoro will select experiencers as target consumers. Experiencers have specific characteristics, such as young, passionate and they are willing to consume fashionable and excited products with higher price.

Geographic Segment

All Major Metropolitan, capital cities, as this is where the majority of Tesoro market of professionals are found. Chicago / New Orleans / Pittsburgh / Los Angeles / London / New York / San Francisco / Seattle / Miami

Brand identity prism

Based on the brand identity prism the following brand traits of TESORO will be evoked through the imagery found in advertising strategy.

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