CAROLINA HERRERA STORY GAME
Art Direction Branding & copywriting
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.
Where Fragrance Meets Play, and Storytelling Becomes Second Nature.
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.
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 most memorable stories are the ones people tell themselves.
To transform fragrance training into an active, collaborative experience, we designed a custom storytelling game built around a set of nine branded dice. Each die represents a different dimension of the brand universe, from fragrance collections such as Good Girl, Bad Boy, and 212, to scent variations, customer archetypes, lifestyles, emotional drivers, olfactory notes, signature ingredients, and the brand’s heritage and values.
Participants roll the dice and use the resulting combination to craft an original brand story, which they then present to the group. Every round sparks new interpretations, conversations, and perspectives, encouraging participants to apply their product knowledge rather than simply recall it. The result is a learning experience that is structured yet spontaneous, educational yet playful, and designed to remain engaging no matter how many times it is played.
When learning becomes an experience, knowledge becomes memorable.
The Carolina Herrera Story Game transforms fragrance education into an engaging learning experience where strategy and creativity work hand in hand. By introducing play into the training process, it removes many of the barriers often associated with luxury fragrance, making complex product stories feel intuitive, accessible, and enjoyable to explore.
Rather than relying on memorization, the game provides a clear framework that encourages spontaneous thinking. Participants build original narratives rooted in real product knowledge, combining factual information with imagination to create stories that are both accurate and memorable.
Most importantly, the experience strengthens brand fluency. By connecting each fragrance to its emotional territory, customer lifestyle, olfactory signature, and brand heritage, participants develop the confidence and storytelling skills needed to communicate the Carolina Herrera universe consistently across markets.
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.