PACKAGING + SUSTAINABILITY

Jo Malone: Hope At Hand

Hope at Hand is a purpose-led campaign for Jo Malone London, created in response to Design Bridge’s The Start brief. Created for career-driven millennials, it reimagines luxury for a values-driven generation by turning fragrance into a force for climate action. With 100% of profits donated to grassroots charities, the campaign invites consumers to make a difference.

Strategy

Surface-level sustainability wasn’t going to cut it. Career-driven millennials want transparency, beauty with meaning, and the ability to take action - even in small ways. Hope at Hand positions Jo Malone not just as a maker of beautiful things, but as a leader in sustainable luxury - a brand using its platform to protect what is truly rare. And in doing so, it builds new emotional equity with a generation looking to align their values with their purchases.

Concept

Hope at Hand is a limited edition collection of solid perfumes, crafted to be refillable, portable and recyclable. Each scent honours a vanishing species in a tactile, asymmetrical tin, with a sculpted shape that represents what’s disappearing. 100% of profits go directly to small conservation charities, hand-picked for their grassroots impact and limited mainstream funding.

The Collection

Each perfume captures a fleeting world and helps preserve it:

Wild Honeycomb: Supporting North American Bees - 1 in 4 are in danger of extinction. Supporting The Bee Conservancy.

Eternal Leopard : Only 100 Amur leopards remain.
Donations to the Amur Leopard Conservation Project.

Feather & Flame: A tribute to the endangered flamingos in Galápagos. Donations to the Galápagos Conservancy.

Miami Blue: Inspired by the rarest butterfly on Earth.
Supporting the North American Butterfly Association.

Each tin includes a discreet QR code that leads to a live impact tracker, allowing customers to see how much has been raised and what purchases are funding in real time.