branding with archetypes
BRAND SCOPE: Brand Identity & Design, Custom Website, Print Collateral
London Wick is a luxury candle company based out of Washington D.C. London is an entrepreneur and savvy business woman who is passionate about all things luxurious, moody, and intrinsically beautiful. She is the owner of several businesses including a curated picnic-company and her newest business venture, London Wick Candle Company. With a love of all things beauty, she found herself longing to find candles made with sensual scents that were made with natural products, burned clean, and had beautiful containers that could be reused once the candle was finished. Founded in 2021, when I first started talking with London to talk about her brand goals, she knew she wanted an elegant, elevated design, and an immersive brand experience that evoked the luxurious lifestyle her clients were after.
London and I began her project with a strategic discovery session taking a deep-dive into her brand so that I could get a better sense of what she was looking for. I wanted to understand London Wick's goals, mission and vision for the future of the company. We also took an in-depth look at her competitors, identified who her target market was, and developed her differentiation factor. Through our exploration, we found key points to communicate:
London Wick believes that quality ingredients lead to luxurious candles. It was important for the brand to reflect the quality London Wick is known for.
While London Wick is primarily a candle company, they also host in-person candle-making classes & events for small groups. It's important to the brand that the same level of luxury and expertise is conveyed in her candles and carried through to her events.
Moving on to the brand visuals, we collaborated on a brand mood board so that I had an idea of the visual direction she was thinking of for her brand. This helped me to start working on a visual identity for her brand - starting with two brand stylescapes to develop a solid visual direction for her. She fell in love with one of stylescapes and from there, I was able to start the process of designing her logo collections, curating her typography suite and color palette, designing her patterns and iconography and putting together her brand style guide so she had a guiding star for her brand.
Once we finalized her brand strategy and visual identity, I developed her photography direction she was able to hire a photographer to take professional photos of her candles, and designed a robust collection of branded materials for her to use - from product labels, gift tags, tissue and candle box holders to custom invoices, marketing materials like custom social media posts, email marketing graphics, and signage for her to use at events. And we were ready to launch!
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