Branding

Say With Candles

Client:
Say With Candles
Role:
Graphic Designer
Service Render:
Branding | Packaging | Style Guide | Illustration
Tools Used:
Affinity Designer
Year:
2020

Challenge:

Introducing Say with Candles, a collection of vibrant multicolored candles shaped like various hand gestures. Crafted using Affinity Designer + Photo on the iPad Pro, we embarked on an exciting project in 2020 to launch this innovative product for a new company based in Perth, Australia. My role involved developing the branding and packaging, with a focus on creating a versatile brand that could expand to encompass multiple sub-products.

Outcome:‍

This resulted in a design that feels fresh, colorful, and innovative, standing out in the candle market while complementing the quirky nature of the product.

Some early drafts of the packaging.

PHASE ONE

Strategy & Approach

DEVELOPING THE STRATEGY

During a one-day facilitated session, we identified the challenges faced by Jason as a company.

Through this process, they prioritized the needs and goals of both the business and its customers, uncovering issues with their current branding that were hindering new client acquisition. This session laid the foundation for the branding and marketing plans for 2019 and beyond..

DEFINING THE BRAND

Through a series of exercises during the strategy session, we successfully extracted and refined the key pillars of the brand. This process helped define the brand’s personality—how it should look, sound, and behave.

UNDERSTANDING THE USERS

Although Say with Candles may occupy a new product space, their users still have common needs stemming from both the candle and gag gift markets. To better understand these customers, we created unique user profiles representing a diverse range of attendees. This process provided a clear picture of their demographics, psychographics, needs, and wants.


POSITIONING

Understanding Say with Candles' brand identity and the audience they championed was instrumental in defining the organization's positioning statement:

“For the crazzy ones with a Twitsted mine”

PHASE TWO

Brand Refresh

A new look

With the logo, the client aimed for versatility, ensuring that the 'Say With' element remains consistent across sub-brands, while the accompanying word can vary depending on the sub-product. We designed 'Say With' with a custom typeface that harmonizes well with most other fonts and word lengths.

The design features 'Say With' on separate lines, maintaining consistent point size and font across sub-products. Meanwhile, the product text (in this case, 'Candles') is aligned to the right, allowing for different fonts and word lengths without compromising design integrity. This approach also enables the 'Product text' to embody the brand's style and personality through the design of the letters.

PHASE TWO

Branding - Hands

A HELPING HAND

As the brand featured candles themed around different hand gestures, we required vector icons for packaging and other print/online applications. The final design is a two-toned flat vector icon, versatile enough to be used in various brand colors and easily adaptable to incorporate additional hand gestures.

PHASE TWO

Packaging

IT'S JUST A BOX RIGHT?