Heartwood Candle Company
Many candles on the market today use paraffin wax and/or synthetic fragrances which are toxic (because they are cheaper to make). Heartwood Candle Company create a gorgeous range of candles using natural soy wax and pure premium essential oils.
Laura & Dom from the Heartwood Candle Company needed a box for their handmade premium candles, primarily so they could go to retail and have an on shelf presence but also the box needed to be able to convey the heart of the brand. The box needed to convey this mix of nature and luxury without feeling unobtainable. It needed to be a box that could be given as a gift as well as box for a personal purchase. From a structural perspective the box needed to be strong to hold a glass votive but also the box substrate needed to thin enough to go through a litho printer. The box ideally needed to be supplied flat (for storage) but with minimal glueing or folding when needed. The box needed to able to be 'customised' to show each product variant, so the box needed to be neutral enough to suit a variety of variant colours.
I looked at many concepts but I thought the connection with the brand name to the local 'Heartwood Forest' was too strong to ignore. The leaf print stemmed from the the idea of 'bark and leaf' rubbing as a child. But I also wondered if a ' leaf print' could become the new ' leopard print'. How could we make a leaf print feel stylish and modern? Using the leaf print pattern in a foil instantly makes it feel more tactile, especially when it catches the light, this was contrasted with the uncoated natural stock of the box. The colours chosen were soft yet not too 'natural' and not too 'feminine' yet also not overtly 'shiny luxury' either. I then created a secondary colour palette to match each product variant for the belly bands, that would also sit well with the the colours of the box.
From a branding perspective, I looked at a subtle way to modernise the logo yet be true to it's roots. I looked at secondary typefaces that would add interest yet not over power the box. I looked at creating a natural premium endorsement stamp too.
Thankfully due to taking this project on, I have managed to try a fair few of their candles. They really are wonderful. My personal favourite is Sweet Orange and Cardamon.
It has been a great project to work on, quite a learning curve (and a huge thank you to our printers). I'm looking forward to seeing the candles in shops very soon.