YANKEE CANDLE

American Home

Ideation Label & Lid Explore

PROGRAM

After exploring the competitive set in YC Food, Drug, Mass channel, there was an opportunity to increase our premium brand presence at shelf and strongly differentiate the brand from the balance of product on nearby shelves. We were given 3 hours for label design with branding and 1 hour for lid explore. 4 hours in total yielded the explore below.

 

IDEATION OBJECTIVE

To stand out - in a positive way with a new label approach, showing off the Yankee Candle brand and demonstrating the premium quality of the product by a new label format to the core assortment. Label, branding and lid to be explored.

 

HIERARCHY

1. The American Home by Yankee Candle brand  2. Fragrance imagery  3. Fragrance name  4. FPLA compliance info

 

MY STYLE VISION FOR CONCEPTS

PHOTOGRAPHY Style: Overall soft, natural or simulating natural light in studio with limited depth of field.

 

STYLING: Tonal colors, reflects strong ties to color palette of wax. For this explore yellows for Lemon Cupcake and blues for Moonlit night. Simple and elegant.

 

E 201

Design: Silver foil stamp corners on clear substrate

Opaque drop shadow behind fragrance name

Branding in Pantone spot gray with white background

E 202

Design: Embossed foil frame on clear substrate

Complimentary wax color gradient behind fragrance name

Branding in Pantone spot gray with white background

E 203

Design: Silver foil stamp bars and circle frame

Complimentary darker wax color bar behind fragrance name

Branding in Pantone spot gray with white background

E 204

Design: Embossed foil frame on clear substrate

Drop shadow behind fragrance name for separation

Branding in Pantone spot gray with white background

E 205

Design: Silver foil stamp bars and circle frame

Complimentary darker wax color bar behind fragrance name

Branding in Pantone spot gray with white background

E 206

Design: Foil frame with clear substrate

Complimentary darker wax color bar behind fragrance name

Opaque white branding on Pantone Cool Gray 8C.

LID E 205

Design: Matte gray pantone spot spray finish tin with embossed stamped lid with the branding AH by Yankee Candle. An embossed edge detail was explored as a grip element to the lid edge to add a tangible touch experience while the customer experiences the fragrance in store.

LID E 206

Design: Metal angular tin lid adds dimension to the profile while also creating an easy to grip edge profile. The sharp geometric shape compliments the label design while also linking to the metallics of the foil stamp details in the label design.

© COPYRIGHT KRISTEN BRANCH CREATIVE  I  DESIGN. INNOVATION. FERVENT CREATIVE.