Yankee Candle, probably the most recognisable names in residence perfume, has revealed a daring new chapter in its story with a strategic design refresh created in partnership with New York branding company Beardwood&Co. The replace goals to honour greater than 50 years of heritage whereas interesting to a brand new era of perfume fans who more and more need extra from the manufacturers they convey into their houses.
For many years, Yankee Candle has been synonymous with cosy interiors and comforting scents. Its apothecary jar silhouette is immediately recognisable, sitting proudly on espresso tables and cabinets throughout the globe. Just lately, nevertheless, shoppers have turn into more and more design-conscious and, in flip, are searching for merchandise that complement their aesthetic.
In response, the model got down to modernise its look with out alienating the loyalists who’ve carried it via half a century of success. That problem fell to Beardwood&Co., who labored carefully with Yankee Candle’s inner Model, Design and Shopper Insights groups to form the brand new identification.
The first goals have been to draw new prospects, enhance relevance, and hold present prospects engaged. Knowledge and shopper analysis performed an enormous function within the course of, resulting in the groups figuring out what they known as the model’s “trendy muse”. This refers to somebody captivated with perfume, who craves immersive scent experiences, and values design that elevates their dwelling house.
Beardwood&Co. and Yankee Candle additionally devised a set of ideas to information the refresh. The brand new identification needed to champion what the company describes as “sensorial fragrance-first experience”, guaranteeing every product delivers an expertise that feels pretty much as good because it smells.
Visible storytelling turned one other cornerstone, with imagery that now works tougher to evoke abundance and pleasure, making the connection between perfume names and product presentation really feel extra easy. Lastly, since these are merchandise that individuals need on show, not hidden in cabinets, the design needed to step as much as the problem.
In line with Sarah Williams, co-CEO of Beardwood&Co., engaged on such an iconic model got here with its personal sense of duty. She says: “It was such a pleasure collaborating with the Yankee Candle workforce and attending to be such an integral half in evolving the model’s story.
“Yankee Candle means a lot to so many individuals. Not solely have they been an icon in residence perfume, however they’ve additionally been part of many houses around the globe. Elevating perfume to be extra sensorial and immersive rings true to diehard Yankee Candle followers however may also encourage a complete new era to fall in love with the model.”
One of the vital necessary details of this challenge is that the refresh wasn’t about tearing all the pieces up and beginning once more. The design workforce selected to protect key parts, such because the Yankee Candle emblem and the much-loved jar silhouette, reinforcing familiarity whereas constructing on what makes the model distinctive. These acquainted anchors sit alongside refined visuals, layered textures and up to date storytelling, making a design language that feels each timeless and up to date.
Curiously, the method additionally adopted new instruments. Generative AI was used within the early levels to prototype temper boards and discover perfume visualisations, dashing up alignment on inventive instructions. These concepts have been later delivered to life by designers and photographers via customized imagery, combining tech-enabled effectivity with human craft.
Aaron Swart, SVP and normal supervisor of House Perfume at Newell Manufacturers, says the refresh marks a pivotal second for the corporate. “Yankee Candle has lengthy held a significant place within the lives of perfume lovers, with a legacy that spans generations,” he explains.
“This design refresh displays a seamless collaboration between the Yankee Candle workforce and Beardwood&Co., rooted in a shared imaginative and prescient to honour our heritage whereas evolving the model to satisfy the expectations of in the present day’s shoppers.
“We’re proud to reintroduce Yankee Candle with elevated design and renewed objective, positioning the model for continued progress and relevance with loyal followers and new audiences.”
The brand new iteration of the model finally feels hotter, brisker and extra in tune with trendy existence. Nonetheless, it would not lose sight of the emotional connection that has at all times been on the coronary heart of Yankee Candle’s enchantment.
As houses proceed to double as sanctuaries, workspaces and social hubs, the urge for food for design-led, sensorial merchandise reveals no indicators of slowing. This refresh positions Yankee Candle to satisfy that demand, mixing heritage with innovation in a means that feels genuine.
