Melt Candle Packaging

Brand Design by Chelsea Ellis

1 year ago
Branding Typography Interview Print 2021 DESN2011 Kinetic Type
Melt Candle Packaging
  • Was there a certain brand/artist that inspired you at all?

A candle brand that inspired me was Glasshouse candles. Their packaging design approach is simplistic and elegant, so I wanted to go to the opposite end of the spectrum and be playful and bold. The designer that inspired my choice of kinetic type was Jens Marklund, in particular his poster design for Typecon in 2016. (see example here)

  • Was it more experimental as you progressed with the design, or did you have a clear picture in mind?

I had a clear picture in mind at the beginning in terms of the basic elements of the design (the logo, the wrap around pattern and the different scents I wanted to create). Once I had established these elements, the other parts were a lot more experimental. I made up the little illustrations on the sides of the packaging on the spot, which was a lot of fun!

"I wanted to go to the opposite end of the spectrum and be playful and bold."

  • Did you have an intended audience in mind when designing the type?

A younger audience. The type is very different from what you would see on an average candle. I would say the candle would appeal to teenagers and young adults, and maybe those who buy things just because they think the packaging is unique!

  • Were there any other design ideas that were completely different to this and if yes, why did you choose this one?

I kind of went with the first idea I had, which may be a bad thing, because I could have shut myself off from experimenting with different options. But I was super happy with my first idea, and did not reach any dead ends with it, and the finished product was one I was super happy with!

  • Was there a certain reason you chose that font to work with?

The font I chose for all the writing (apart from the logo) was Modak Regular. I chose this font because I thought it went well with the logo and the overall fun and playful vibe of the candle.

"The type is very different from what you would see on an average candle."

  • What do you think makes this design stand out?

The swirling pattern that covers most of the candle box is very bold and eye-catching. The logo is also a standout feature of the design, as it has an effect where it looks like melting wax. Both features work well together to make the design stand out.

  • What category/categories were you designing for? How did this impact your design choices?

The ADGA category that I was designing for was student packaging. Designing for this category meant I had to design not only the packaging but the brand identity for the product. Choosing to design the packaging for a candle company meant I had to consider designing a range of packaging options for the different candles within the collection. This heavily impacted my design choices as I wanted each candle to have its own colour combinations and illustrations that would match its unique scent.

"the [design] is very bold and eye-catching."

The way Chelsea designed this logo is very representative of the kinetic method of distortion. She executed this successfully, letting the technique create the brand itself. This ties in with the illustrations on each flavour of candle, making every one distinctive and stand out. It all clearly relates to the product of candles and creates a unique logo and brand identity that is easily recognisable, proving to be an effective design.