Spell Salvage

Spell Salvage is the company’s garment recycling program, inviting customers to return their Loved-to-Death Spell pieces in exchange for a voucher - giving clothes a second life and supporting the brand’s circularity goals.

The brief from the Co-Founder and Head of Brand was to create an in-store installation that felt impactful and Pinterest-worthy, a focal point to introduce and celebrate the program. I led the creative direction and concept development, centring the idea around circularity, reusing, and repurposing. Using off-cut Spell fabrics, I coordinated the team to craft over 70 handmade material flowers for the display, displayed in upcycled glass vases sourced from local op shops.

I worked closely with the Sustainability Manager to deeply understand the program’s intent, then brought the vision to life through sketches, sourcing, and collaborating with printers, signwriters, a florist and a carpenter. I also partnered with the Marketing, Digital, and Content teams to roll out the visual story across the brand’s platforms.

To support the launch, I created two TikTok concepts, a behind-the-scenes look at the build and a step-by-step DIY flower tutorial. The installation was a hit in-store, sparking customer interest, weekly garment returns, and plenty of requests for the tutorial.

Images: The final product  •  Concept mockup and spec drawing  •  Tiktok of the making of the store installation  •  Tiktok DIY fabric flower content  •  Launch EDM and website information page  •  Installation details