{"id":583,"date":"2025-09-26T03:25:36","date_gmt":"2025-09-26T03:25:36","guid":{"rendered":"http:\/\/icodesign.com\/commodity"},"modified":"2025-09-26T03:25:36","modified_gmt":"2025-09-26T03:25:36","slug":"commodity","status":"publish","type":"page","link":"https:\/\/icodesign.com\/work\/commodity","title":{"rendered":"Commodity"},"content":{"rendered":"<div class=\"relative w-full h-full overflow-hidden bg-black\">\n            <img loading=\"lazy\" decoding=\"async\" class=\"z-10 sr-fade w-full h-full object-cover\" src=\"https:\/\/icodesign.com\/files\/assets\/images\/_2560x1440_crop_center-center_85_none\/comm_web_hero.jpg\" srcset=\"https:\/\/icodesign.com\/files\/assets\/images\/_1280x720_crop_center-center_85_none\/comm_web_hero.jpg 1280w, https:\/\/icodesign.com\/files\/assets\/images\/_1366x769_crop_center-center_85_none\/comm_web_hero.jpg 1366w, https:\/\/icodesign.com\/files\/assets\/images\/_1439x810_crop_center-center_85_none\/comm_web_hero.jpg 1439w, https:\/\/icodesign.com\/files\/assets\/images\/_5120x2880_crop_center-center_85_none\/comm_web_hero.jpg 5120w\" width=\"2560\" height=\"1440\" alt=\"Comm web hero\" sizes=\"auto, 100vw\"><\/p>\n<div class=\"absolute inset-x-0 bottom-0 z-30 transition bg-black shrink h-1\/10 max-h-0\"><\/div>\n<\/p><\/div>\n<section class=\"relative z-10 max-w-xl px-5 py-10 mx-auto sr-slide md:text-center md:px-7 md:py-40 lg:px-12 lg:max-w-4xl 2xl:max-w-5xl 2xl:px-0\" id=\"copy-22038\">\n<h2 class=\"font-mono leading-none uppercase tracking-loose text-14 mb-7 md:mb-14 lg:mb-16 xl:text-20 xl:mb-18\">\n    <span class=\"caps\">OVERVIEW<\/span><br \/>\n  <\/h2>\n<h3 class=\"font-serif text-27 leading-111 mb-7 md:text-45 md:leading-131  lg:text-55 lg:leading-124 xl:text-75 xl:leading-118 2xl:text-96 2xl:leading-114 lg:mb-15 2xl:mb-16\">\n    A fragrance journey<br \/>\n  <\/h3>\n<p class=\"text-16 leading-137 lg:text-18 lg:leading-150 xl:text-28 xl:leading-132 2xl:text-35 2xl:leading-131\">\n    Like business, brands rarely evolve in a&nbsp;straight line. Commodity is a&nbsp;fragrance brand that has had three very distinctive chapters; unusually we were involved in the final two, under very different owners. Originally launched in San Francisco through a&nbsp;Kick-Starter campaign, Commodity built a&nbsp;cult following with an anti-brand approach \u2013 as the name suggested. By the third chapter (and owner), our brief was to maintain the essence of the brand whilst evolving it to reach a&nbsp;much wider&nbsp;audience.\n  <\/p>\n<\/section>\n<div class=\"relative overflow-hidden sr-fade\" id=\"video-22039\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy\" playsinline data-poster=\"\/assets\/images\/_1920x1080_crop_center_75_none\/Film_Thumbnail@2x.png\" preload=\"none\"><source data-src=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/680522682\/rendition\/1080p?loc=external&amp;signature=b38c4b5752570dde8f1a18a5026a752874574471bccd191e4ceef39ea6d87a17\" type=\"video\/mp4\"\/><\/video><\/p>\n<div @click=\"play = true\" x-show=\"!play\" x-transition:leave=\"transition ease-in duration-300\" x-transition:leave-start=\"opacity-100 transform scale-100\" x-transition:leave-end=\"opacity-0 transform scale-90\" class=\"absolute inset-0 flex items-center justify-center w-full h-full\">\n        <svg class=\"w-20 h-20 text-black lg:h-32 lg:w-32\" fill=\"currentColor\" viewbox=\"0 0 128 128\">\n          <path d=\"M64.1328 128.266C99.5524 128.266 128.266 99.5524 128.266 64.1328C128.266 28.7132 99.5524 0 64.1328 0C28.7132 0 0 28.7132 0 64.1328C0 99.5524 28.7132 128.266 64.1328 128.266Z\" fill=\"white\"\/>\n          <path d=\"M90.5955 64.1324L50.6361 92.1808V36.084L90.5955 64.1324Z\" fill=\"black\"\/>\n        <\/svg>\n      <\/div>\n<\/p><\/div>\n<section class=\"relative z-10 max-w-xl px-5 py-10 mx-auto sr-slide md:text-center md:px-7 md:py-40 lg:px-12 lg:max-w-4xl 2xl:max-w-5xl 2xl:px-0\" id=\"copy-22040\">\n<h2 class=\"font-mono leading-none uppercase tracking-loose text-14 mb-7 md:mb-14 lg:mb-16 xl:text-20 xl:mb-18\">\n    <span class=\"caps\">STRATEGY<\/span><br \/>\n  <\/h2>\n<h3 class=\"font-serif text-27 leading-111 mb-7 md:text-45 md:leading-131  lg:text-55 lg:leading-124 xl:text-75 xl:leading-118 2xl:text-96 2xl:leading-114 lg:mb-15 2xl:mb-16\">\n    A modern American perfumery<br \/>\n  <\/h3>\n<p class=\"text-16 leading-137 lg:text-18 lg:leading-150 xl:text-28 xl:leading-132 2xl:text-35 2xl:leading-131\">\n    Commodity\u2019s latest incarnation is one that has embraced the age-old act of storytelling around fragrance, but is doing so in an atypical and hyper-transparent way. Gone are the smoke and mirrors, lifestyle clich\u00e9s and industry jargon, instead enter Com\u200bmod\u200bity\u200b.<span class=\"caps\">TV<\/span> and a&nbsp;radical new concept called <span class=\"push-single\">&nbsp;<\/span>\u200b<span class=\"pull-single\">\u2018<\/span>Scent Space\u2019 and fragrance trilogies. These were central to defining a&nbsp;new and easier way to navigate fragrance concentration \u2013 Elemental, Ethical and Atypical, under the umbrella of <span class=\"push-single\">&nbsp;<\/span>\u200b<span class=\"pull-single\">\u2018<\/span>A Modern American Perfumery\u2019 \u2013 true to the story, approach and expertise of the&nbsp;brand.\n  <\/p>\n<\/section>\n<div class=\"relative overflow-hidden sr-fade\" id=\"video-22041\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy\" playsinline autoplay loop muted><source data-src=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/675919208\/rendition\/1080p?loc=external&amp;signature=1bb070e0d92ec9eb4c2d6310efddfa4d9c8bb21ce6494c84c741863f4e655735\" type=\"video\/mp4\"\/><\/video>\n        <\/div>\n<div class=\"md:flex\" id=\"column-22042\">\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<div class=\"relative overflow-hidden sr-fade\" id=\"video-1\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221; style=&#8221;padding-bottom: 100%;&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy h-full absolute inset-0 object-cover\" playsinline autoplay loop muted><source data-src=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/675923082\/rendition\/720p?loc=external&amp;signature=7da98c8f29be0fb4fedbf31727d8d752027853f8af774098159e579ac25baffb\" type=\"video\/mp4\"\/><\/video>\n        <\/div>\n<\/p><\/div>\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-2\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 100%;\"><\/div>\n<\/figure><\/div>\n<\/p><\/div>\n<section class=\"relative z-10 max-w-xl px-5 py-10 mx-auto sr-slide md:text-center md:px-7 md:py-40 lg:px-12 lg:max-w-4xl 2xl:max-w-5xl 2xl:px-0\" id=\"copy-22044\">\n<h2 class=\"font-mono leading-none uppercase tracking-loose text-14 mb-7 md:mb-14 lg:mb-16 xl:text-20 xl:mb-18\">\n    <span class=\"caps\">BRAND<\/span> <span class=\"caps\">EXPRESSION<\/span><br \/>\n  <\/h2>\n<h3 class=\"font-serif text-27 leading-111 mb-7 md:text-45 md:leading-131  lg:text-55 lg:leading-124 xl:text-75 xl:leading-118 2xl:text-96 2xl:leading-114 lg:mb-15 2xl:mb-16\">\n    An elemental approach<br \/>\n  <\/h3>\n<p class=\"text-16 leading-137 lg:text-18 lg:leading-150 xl:text-28 xl:leading-132 2xl:text-35 2xl:leading-131\">\n    Evolving the Commodity brand meant first bringing clarity and understanding to a&nbsp;new concept. <span class=\"push-single\">&nbsp;<\/span>\u200b<span class=\"pull-single\">\u2018<\/span>Scent Space\u2019 is the brand\u2019s new classification of concentration \u2013 Personal, Expressive and Bold which formed the trilogy of each fragrance. Stripping everything back was an <span class=\"push-single\">&nbsp;<\/span>\u200b<span class=\"pull-single\">\u2018<\/span>elemental\u2019 approach to design that allowed for the craft of production, copy and content to communicate the brand\u2019s atypical attitude, making a&nbsp;range of exceptional fragrances accessible to a&nbsp;wider audience across territories beyond America.\n  <\/p>\n<\/section>\n<div class=\"relative overflow-hidden sr-fade\" id=\"video-22045\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy\" playsinline autoplay loop muted><source data-src=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/675924662\/rendition\/720p?loc=external&amp;signature=28b7b21106959e29c435fbc28ff55a4de46fb2d614a6de785ddaa92524374649\" type=\"video\/mp4\"\/><\/video>\n        <\/div>\n<div class=\"py-12 px-5 lg:px-38 lg:py-20 xl:flex xl:justify-center text-center\" id=\"quote-22046\">\n<blockquote class=\"sr-slide max-w-5xl\"><p>\n    <span class=\"block mb-8 lg:mb-12 flex justify-center\"><br \/>\n      <svg class=\"h-8\" width=\"89\" height=\"35\" viewbox=\"0 0 89 35\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M15.38 0.0799937C3.48 4.28 0.4 11.56 0.4 19.26C0.4 27.8 5.3 31.86 10.2 31.86C14.4 31.86 17.2 28.78 17.2 25.28C17.2 20.94 13.98 18.56 10.34 18.42C7.68 18.28 5.02 17.16 5.02 12.4C5.02 9.73999 6.14 4.84 15.66 0.919991L15.38 0.0799937ZM36.38 0.0799937C24.48 4.28 21.4 11.56 21.4 19.26C21.4 27.8 26.3 31.86 31.2 31.86C35.4 31.86 38.2 28.78 38.2 25.28C38.2 20.94 34.98 18.56 31.34 18.42C28.68 18.28 26.02 17.16 26.02 12.4C26.02 9.73999 27.14 4.84 36.66 0.919991L36.38 0.0799937ZM54.0036 34.94C65.9036 30.74 68.9836 23.46 68.9836 15.76C68.9836 7.21999 64.0836 3.16 59.1836 3.16C55.1236 3.16 52.1836 6.24 52.1836 9.73999C52.1836 14.08 55.4036 16.46 59.0436 16.6C61.7036 16.74 64.3636 17.86 64.3636 22.62C64.3636 25.28 63.2436 30.18 53.7236 34.1L54.0036 34.94ZM73.4636 34.94C85.3636 30.74 88.4436 23.46 88.4436 15.76C88.4436 7.21999 83.5436 3.16 78.6436 3.16C74.5836 3.16 71.6436 6.24 71.6436 9.73999C71.6436 14.08 74.8636 16.46 78.5036 16.6C81.1636 16.74 83.8236 17.86 83.8236 22.62C83.8236 25.28 82.7036 30.18 73.1836 34.1L73.4636 34.94Z\" fill=\"white\"\/>\n<\/svg><br \/>\n    <\/span><\/p>\n<p class=\"mb-6 font-serif font-bold text-32 leading-118 lg:text-60 lg:leading-116 xl:mb-10\">The Scent Space concept sits at the heart of Commodity. ico helped us reframe the brand to articulate it whilst being be relevant and meaningful to a&nbsp;modern, fragrance consumer.<\/p>\n","protected":false,"raw":""},"excerpt":{"rendered":"<p>OVERVIEW A fragrance journey Like business, brands rarely evolve [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template_3.php","meta":{"footnotes":""},"class_list":["post-583","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Commodity - Ico Design<\/title>\n<meta name=\"description\" content=\":\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/icodesign.com\/work\/commodity\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Commodity - Ico Design\" \/>\n<meta property=\"og:description\" content=\":\" \/>\n<meta property=\"og:url\" content=\"https:\/\/icodesign.com\/work\/commodity\" \/>\n<meta property=\"og:site_name\" content=\"Home - Ico Design\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Commodity - Ico Design","description":":","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/icodesign.com\/work\/commodity","og_type":"article","og_title":"Commodity - Ico Design","og_description":":","og_url":"https:\/\/icodesign.com\/work\/commodity","og_site_name":"Home - Ico Design","twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"2 minutes"}},"_links":{"self":[{"href":"https:\/\/icodesign.com\/wp-json\/wp\/v2\/pages\/583","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/icodesign.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/icodesign.com\/wp-json\/wp\/v2\/types\/page"}],"replies":[{"embeddable":true,"href":"https:\/\/icodesign.com\/wp-json\/wp\/v2\/comments?post=583"}],"version-history":[{"count":0,"href":"https:\/\/icodesign.com\/wp-json\/wp\/v2\/pages\/583\/revisions"}],"wp:attachment":[{"href":"https:\/\/icodesign.com\/wp-json\/wp\/v2\/media?parent=583"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}