Branding

Say With Candles

Client:
Say With Candles
Role:
Graphic Designer
Service Render:
Branding, Packaging
Tools Used:
Affinity Designer
Year:
2020

Challenge:


Say with Candles, a set of fun multicoloured candles in the shape of different hand gestures. Made with Affinity Designer + Photo on the iPad Pro. In 2020 we had the chance to work on the launch of a new company / and product "Say with Candles" based in Perth, Australia. Where I worked on the branding and packaging, intending to create a brand that can be extended to multiple sub-products.

The Outcome:‍


This resulted in a design that fills fresh, colourful and new. That both stands out in the candle market and fits within the quirky nature of the product.


Some early drafts of the packaging.

PHASE ONE

Strategy & Approach

DEVELOPING THE STRATEGY

Over a one-day facilitated session, we surfaced the challenges, Jason, as a company faced. In the process,

they prioritised the needs and goals of the business and its customers, uncovering the issues there currently brand and how it was hurting new clients. This became the foundation for the branding and marketing plans for 2019 and onwards.

DEFINING THE BRAND

Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act.

UNDERSTANDING THE USERS

Say with Candles may have a new product space, but their users still share common needs from both the candle and gag gift market. o understand the needs of these customers, we created unique user profiles to represent the range of attendees. This painted a clear picture of their demographics, psychographics, needs and wants.


POSITIONING

Understanding what Say with Candles brand is and who they are a champion for, helped define the positioning statement of the organization:

“For the crazzy ones with a Twitsted mine”

PHASE TWO

Brand Refresh

A new look

With the logo, the client wanted it to be versatile, that across sub-brands the "Say With" will remain, while the word next to it, can change depending on the sub-product. So we designed "Say With" with a custom type that will work and look good against most other types and word lengths.


The designed ended up with the "Say With" Being on different lines and would stay the same both in point size and font across sub-products. While the product text, (in this case "Candles") would be aligned to the right allowing different fonts and different length words to be placed without the design getting too small. With this came the idea of allowing the "Product text" to take on more of a character and style telling the brands style and feel thought the design of the letters.

PHASE TWO

Branding - Hands

A HELPING HAND

Since the brand had candles in the theme of different hand gestures, we also needed to create vector icons, for use on packaging and other print/online applications.


We ended up with the design above, a two-toned flat vector icon, that can be used in several brand colours and is also easily adaptable to more hand gestures.


PHASE TWO

Packaging

IT'S JUST A BOX RIGHT?

Each of the five hand gestures above also required packaging to go along with. Both in matching style and colour.

We worked on a couple of different draft designs using different elements and colours till we ended up with the final design, a two pice both with a wrap-around strap. 

Colour was key for the packaging, each candle would have it own colour and we wanted to use that though out the packaging.