Cashé, a fragrance from Instacart
Our challenge was simple: create buzz around the launch of the Instacart Mastercard. The Instacart Mastercard is a thing of beauty. Card holders get cash back on everyday purchases. It's like getting free cash. So, we set out to tell people how darn good cash back feels—or in this case, smells. We launched a limited edition designer fragrance, Cashé, so you can smell as good as Cash Back feels.
Cashé isn’t just a fragrance. It represents a lifestyle of unlimited possibilities—will you spend your cash back on a yacht in Capri? Join your local country club? When you smell like cash back, anything can happen.
Working alongside iconic fashion photographer Michelle Watt, we turned the ordinary aisles of the grocery store into the extraordinary spreads pulled from fashion magazines and Balenciaga runways. Luckily, the fragrance was a hit and we sold out in the first 2 hours!
ROLE
Concept
Art Direction
Package Design
Production
INSTACART TEAM
PHOTO TEAM
Michelle Watt
Miyazu Sato / Urban NYC
Tim Ferro
Marisa Ellison
Takuya Yamaguchi
Christyna Kay
HOT GOSS
Cashé fit right in alongside high fashion luxury brands on billboards in Los Angeles and New York and in print in Elle, Harper's Bazaar, Esqure, and Town & Country Magazines.
Bespoke packaging designed to turn heads and noses. Velvet interior, matte green finish, magnetic enclosure, gold embellished accents, along with foil stamped "lookbooks" included in every box, touting the endless possibilities of the Instacart Mastercard. This box oozes luxury.
