Case Study
Genieco® GONESH
Transforming a Legacy Brand to Reach a Younger Market.
Project Overview
For nearly 100 years, Genieco® has been a trusted producer of premium incense products. While beloved by loyal customers, their flagship brand, GONESH®, was seen as traditional and niche. Genieco set out to expand into untapped markets across the U.S., aiming to bring incense into the mainstream and capture the attention of younger, wellness-minded consumers.
The challenge? Shift public perception, modernize the brand’s tone, and create new relevance—without alienating its core base.
Objectives
- Refresh brand perception to attract a broader, younger demographic.
- Boost online visibility and engagement through social media.
- Increase distribution across national retailers.
- Launch a new sub-brand targeting Millennial consumers.
Roles & Responsibilities
In this project, I was responsible for:
- Providing creative direction and design for the social campaign.
- Designing branded social content that emphasized calm, wellness, and lifestyle.
- Developing the identity, packaging, and logo for a new youth-focused sub-brand, Sparkz Sticks.
- Supporting brand evolution through cohesive, multi-channel creative.
Shifting Perception Through Social
To reposition incense as part of a modern, wellness-centered lifestyle, we launched a content series designed to feel serene, inclusive, and grounded. Photography and copy were built around everyday moments of calm, encouraging users to associate GONESH® with self-care and balance.
Within the first 3 months, the campaign doubled GONESH’s Facebook followers and tripled its total social media audience within 9 months. Engagement and reach continued to grow, correlating with an increase in nationwide sales and in-store visibility.
Designing for a New Generation
Sparkz Sticks Sub-Brand
Following the success of the campaign and insights from audience research, Genieco launched Sparkz Sticks—a lifestyle-driven extension of the GONESH line aimed at Millennials and younger consumers.
- I led creative development for the new brand, including:
- Naming and visual identity
- Logo design
- Packaging system and structure
- Brand tone and positioning aligned with a more expressive, modern audience
The result was a vibrant, fresh brand that maintained GONESH’s heritage of quality while signaling a bold new direction.
Takeaways
This project demonstrated how strategic creative—anchored in audience insight—can reframe legacy perceptions and open new market potential. By building both emotional resonance and visual freshness, we helped move GONESH from a niche legacy brand into a modern wellness staple.
Let’s Build Something Like This
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