CH Story Game - Regular Animal

Carolina Herrera Story Game
Art Direction Branding & copywriting

Where Fragrance Meets Play, and Storytelling Becomes Second Nature.

A dice-based storytelling experience that turns fragrance training into playful, on-brand mastery. Crafted to educate through emotion, and designed to roll out globally.

How do you train global teams to embody a brand like Carolina Herrera—not just recite its values, but live them, breathe them, and narrate them with conviction? You turn storytelling into a game.

The Brief

Carolina Herrera challenged REGULAR ANIMAL to transform storytelling training into something engaging, memorable, and distinctly Herrera. The goal wasn’t just to teach—it was to ignite confidence in customer-facing teams, so they could speak about the brand with fluency, warmth, and emotional impact.

The BriefThe Idea

We created the Carolina Herrera Story Game—a bespoke, dice-based storytelling system where every roll sparks a new narrative. Think luxury training tool meets interactive experience.

At its heart: gamification as a learning accelerator. Instead of static training modules, participants co-create dynamic stories—mixing product knowledge with intuition, creativity, and human connection. The result? A deeper, more joyful understanding of the brand.

The Experience

We designed a custom set of nine branded dice, each unlocking a core element of storytelling: Fragrance universe (Good Girl, Bad Boy, 212) Scent variations Customer profiles and lifestyles Emotional drivers Olfactory notes and standout ingredients Brand heritage and values Participants roll, interpret, and build a story inspired by the outcome. They then share it with the group, turning every training into a collaborative moment of creativity and exchange. It’s improvisational, structured, and endlessly replayable.

Why It Works

The Carolina Herrera Story Game elevates fragrance education through strategic play:

Gamification reduces barriers: It makes luxury feel intuitive, not intimidating.
It balances spontaneity with structure: Participants create stories grounded in facts, but powered by imagination.
It reinforces brand fluency: By connecting scent to emotion, lifestyle, and heritage, the game strengthens storytelling instincts across markets.

What Makes It Unique

This isn’t a game with a brand overlay—it’s a brand system made into a game. Every die was custom-developed from Carolina Herrera’s fragrance architecture, tone of voice, and emotional landscape. From the customer personas to the olfactory pyramid, everything was designed to feel not only educational—but deeply Herrera.

It’s playful, yes. But it’s also a sophisticated storytelling engine, created to scale globally and make teams feel as confident as they are inspired.