BBC - The Apprentice: Beach Dreams
Sector:
Fragrance
services:
Brand Identity
Packaging Design
Retail Presentation
Beach Dreams was created as part of BBC One’s The Apprentice, Series 10, Episode 3. The task required competing teams to develop a home fragrance brand from scratch, produce candles and diffusers, and sell them to retailers and the public within a single day. Branding London founder Sukhy Cheema led the brand design alongside fellow candidates Mark Wright and Bianca Miller.
There was no brief and no time to conduct research. The brand had to be conceived, named, designed, and applied to physical product packaging within hours, then taken straight to buyers and a live street market. High-end retailers and members of the public were the judges, in real time.
The Beach Dreams identity is built around a clear sensory proposition: taking you back to the beach. The visual language makes that literal. A soft blue and white vertical stripe pattern references classic British seaside aesthetics. A script wordmark keeps the tone warm and personal. A hand-drawn illustration of deckchairs and a parasol reinforces the mood without overcomplicating it.
The packaging applied the same logic across both product formats: a boxed candle and a wrapped reed diffuser. Both used the same label design, creating a coherent product range from a standing start.
The scent names, Driftwood, Linen, and Cranberry, were chosen to extend the sensory story across the full product experience.
The brand was designed, applied to physical product, and taken to market within a single day. In the boardroom, Lord Sugar’s verdict on the packaging was straightforward: “This is neat, the product looks quality… this looks good.”
KPIs
Brand Awareness Growth
awareness in Central London and online nationwide search
Media Sentiment
positive sentiment with favourable coverage nationwide
Brand Trust Growth
trust score with increased customer confidence