Rebranding Imprint Perfumery

When I met Bill Nichols at ART! at the Market, I was immediately compelled by his story and masterfully scented creations. As with many vendors I meet at Fulton Street Market, I always encourage them to apply to be a client for LendGR. I requested to be put on his project, not only because I could testify to the quality of his perfumes, but also because the opportunity was too good to pass up.  

When we began our client/consultant relationship, his business was called Gentleman's Hardware. After listening to his pain points about struggling to market to women and needing to explain the name at every tradeshow, we agreed that a rebrand is unequivocal.

Finding a new name for Bill's business was one of the most thrilling challenges I experienced in my LendGR career. The goal was to craft an identity that was (1) inclusive to customers of all genders, (2) elevated and luxurious, and (3) aligned with Bill's lifelong passion for perfume making.

After drafts and drafts, I finally penned down: Imprint Perfumery. My week-long brain yoga was fortunately met with excitement when Bill sent me this message one fateful evening: