Say With Candles
Hand gesture candles
Challenge:
In 2020, we partnered with Say with Candles to launch a bold collection of multi-coloured, hand-gesture candles. Based in Perth, Western Australia, the brand needed a visual identity that could match its innovative and disruptive product line.Our challenge was to develop a cohesive brand and packaging system that felt premium yet playful, with a long-term strategy to ensure the identity could seamlessly scale as the company expanded into new sub-products.
Outcome:
The result is a brand identity that feels fresh, colourful, and highly distinctive. By leaning into a vibrant visual language, we ensured the product stands out as a "hero" item in a saturated gift market. The final design doesn't just house the product; it complements its quirky, tactile nature, providing Say with Candles with a professional foundation for future growth and retail success.
Say with Chocolate is sold under the Glitter Bomb Your Enemies umbrella: https://www.glitterbombyourenemies.com.au/product-category/say-with-candles/
Strategy & Approach
Discovery & Strategy.
During a one-day facilitated session, we identified the core challenges facing Say with Candles as an organisation. We prioritised the business goals alongside customer needs, uncovering critical issues with the initial branding that were hindering new client acquisition. This session provided the strategic foundation for the brand’s identity and marketing roadmap from 2019 onwards.
Defining the Brand.
Through a series of collaborative exercises, we extracted and refined the brand's key pillars. This process was essential in defining the brand’s personality establishing a clear framework for how the identity should look, sound, and behave across all physical and digital touchpoints.
Understanding the Customer.
While Say with Candles occupies a unique product niche, its users share common needs found in both the premium candle and novelty gift markets. To better understand these customers, we developed unique user profiles representing a diverse range of target buyers.
This process provided a clear picture of their demographics, psychographics, and motivations. Understanding exactly who the brand champions was instrumental in defining the organisation’s core positioning statement:
“For the crazy ones with a twisted mind.”
Brand Refresh
A new look.
Our approach to the Say with Candles logo was driven by the need for long-term versatility. The client required a "master brand" structure where the "Say With" element remained constant, while the secondary word adapted to various sub-products. We developed a custom typeface for "Say With" specifically engineered to pair harmoniously with a wide range of secondary fonts and word lengths.
The final architecture features a stacked "Say With" lockup that remains fixed in scale and position. This allows the product text (in this case, "Candles") to be right-aligned, providing the flexibility to swap in different fonts and styles without compromising the logo's integrity. This system allows the product-specific typography to take on its own character, expressing the unique "personality" of each gift through letterform design.
A helping hand.
As the brand features candles themed around various hand gestures, we developed a bespoke suite of vector icons for packaging and digital applications. The final designs are two-toned, flat vector assets, engineered to be versatile enough for use across the entire brand colour palette. This scalable icon system allows for the seamless addition of new gestures as the product line expands.
Result:
A vibrant, scalable identity that redefined the boutique gift market.
You focus on your company.
We make it happen.
Before you go!
If you're in need of graphic design services for your business, Made by Campfire can help. We offer a full range of design services, including logo design, branding, business cards, posters, and flyers. Our team can work with you to create a cohesive brand identity that will resonate with your target audience. We also offer flexible payment plans that allow you to choose the amount and frequency of payments that best suit your needs.
Fire up the dial-up and let’s work together: andrew@madebycampfire.com
