Edesia is a rebrand of Williams-Sonoma. The name comes from the Roman goddess of food, who presides over banquets. This sets the tone of elegance for dining, drink, and decor. 

While researching banquets, I came across an image of an artfully folded napkin. The shape resembled an orchid, which is considered the flower of luxury. Combining the two shapes gave way to the perfect representation of Edesia. 

Edesia’s various touchpoints convey the brand’s sense of elegance and versatility. The series of ads highlights the three main branches of the Edesia store: cookware, outdoor, and agrarian.