The original packaging:
To understand the problem that needs to be solved I started with analysing Natasha's original packaging that she created herself. The products themselves are beautifully crafted but she has asked for help with the packaging. She has tried to achieve a minimal look however the labels just seem empty and uninteresting to the eye. To be able to sell the design online and in store the packaging needs to draw the customer in and be interesting to look at. Currently the design simply doesn't justify the effort and craft that goes into making the candles.
To gain an understand of what the new packaging should achieve and stand next to as a competitor in the market I looked at existing candle packaging.
When researching into already existing candle packaging I found that they often are unique to stand out. For instance within this design the bright block colours would really stand out.
Patterns such as the ones seen on this packaging showcase the scents through colour. The feminine pattern also looks dainty and appeals to the target audience which is usually women.
Discussing with Natasha we agreed that using colour as a tool to portrays the scents within a set could work really well for her branding. This is because it will keep the branding consistent and add colour which is lacking in her current designs.
Discussing with Natasha a way we could represent the scents of her candles which are the unique selling point could be through illustrations. Therefore I researched into a few different styles (see below).
As a collaboration we both agreed that the brand needs to avoid the aesthetic of a mass marketed brand. Below are images from YANKEE CANDLE and Wax Lyrical. These are well known brands and are consistent in their look, however Natasha didn't want to use photographs on the jars or boxes. She wanted to create something bright and colourful which would make a dramatic change to her current packaging.
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