folkulture
(brand strategist)
: conceptualisation & ideation
:packaging design
:art direction
Folkulture is a home decor e-commerce brand with a large audience in the US, where I worked for a little over six months. From day one, I was given a dynamic range of responsibilities—from designing packaging for their home fragrance collection to overseeing product shoots and creating engaging carousels for their Amazon listings. It felt overwhelming at first, but I quickly adapted and thrived in the fast-paced environment.
Role:
My primary focus was on the home fragrances category, including incense sticks, incense cones, essential oils, scented candles, roll-ons, and reed diffusers.
Process:
The design team worked closely with the marketing team to gather insights on trends and high-value products. Based on these insights, our team head would assign me specific collections—such as incense sticks or essential oils—with pre-selected fragrances. Using this information, I designed packaging for various product sets, including packs of 6, packs of 12, and boxes of 3.
backflow incense cones
scented candles
behind the scenes
Beyond just packaging, I also played a key role in conceptualizing, sourcing, and coordinating photoshoots for these products.
This included designing labels for candle jars, roll-ons, and essential oil bottles to ensure a cohesive brand experience across all touchpoints.
incense sticks
Christmas collection
Christmas holds significant cultural importance in the West, making it a key season for product launches. With this in mind, I crafted an advent calendar of essential oils, a box of tin candles, and a signature candle—each designed to elevate the holiday experience.
Launched in 2023, these products performed exceptionally well, leading to their continued presence on the website due to sustained demand. Their success reinforced the impact of thoughtful design in not just seasonal sales but also long-term customer engagement.
Promotional video
Outcome:
During my time at Folkulture, I designed five packaging collections for incense sticks, seven for essential oils, one scented candle, and three tin candles. My work of six months has contributed $313K to the company to date and it works out to 1.47 % of the combined revenue for the years 2023, 2024 and 2025 (YTD).
Key takeaways:
This experience honed my ability to adapt and innovate within defined constraints, allowing me to craft distinct visual identities for each collection while maintaining brand consistency. It was fascinating to work with a limited range of fragrances yet see how each collection could maintain its own unique appeal.
essential oils
Amazon listing images
An integral part of my role was curating Amazon listing images. Unlike social media posts, Amazon listings function as a carousel of informative visuals designed to guide potential buyers toward a purchase. Each image had to balance aesthetics with clarity, ensuring that key product benefits were communicated effectively.
With an average attention span of just 8 seconds, it was crucial to deliver essential information quickly and efficiently. This meant selecting the most concise, engaging, and visually intuitive way to convey the product’s value—ensuring that every listing made an immediate and lasting impression.
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