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Auntie Anne's

Auntie Anne's aimed to enhance brand awareness and engagement by launching its first-ever fragrance, Knead, Eau de Pretzel, inspired by the iconic aroma of their pretzels. The campaign centered around a unique pop-up retail experience in New York City to immerse attendees in sensory appeal. Guests enjoyed samples of the fragrance, Auntie Anne’s pretzels, and exclusive merchandise while capturing their experiences on social media.

ERR
Calvin Mai Designs

knead, a Auntie Anne's fragrance popup that smells like butter.
Concept render for knead, a Auntie Anne's fragrance popup
Shelf display for knead, a Auntie Anne's fragrance popup
Exterior of knead, a Auntie Anne's fragrance popup
Glorifier display for perfume at knead, a Auntie Anne's fragrance popup
Built stick of butter bench for knead, a Auntie Anne's fragrance popup