YANKEE CANDLE

Cookie Swap

Limited Collection

PROGRAM

The Cookie Swap limited collection was a projected $5 million retail exclusive holiday program for Q4 2016.

 

DESIGN OBJECTIVE

To design a collection that captures the celebration of a holiday cookie swap or exchange. The 6 fragrances should represent different holiday cookies or bars and offer a range of various fragrances. The photography style options should be either an in home scene image or clean silhouetted image of the cookies.

“The packaging on this collection is beautiful... the glitter around the outside and the color of the neck band with limited collection on it, I love this! I think this was really well done, so I am really glad they made the packaging unique to the collection.”

— Candle Cafe

FINAL DESIGN

Taking inspiration from the celebration thematic, I designed a celebratory dot pattern in gold foil that frames the "in home feel" photography style. The neckband was designed to call attention to the limited collection and the gold foil band compliments the label design. Simple and modern, with a pop of gold foil bling, this design embraces the new up-to-date casually sophisticated style of Yankee Candle. The photography approach also embraces the new YC look with the perfectly imperfect, seemingly unstaged placement of cookies with not-to-messy crumbs. It is as if these images are pull from moments of a lovely cookie swap party that everyone would love to be at!

CONCEPT DEVELOPMENT

FIRST ROUND CONCEPT A

The concept explore started with a graphic approach, using a plate as a circular device to frame the cookies with perfectly imperfect crumbs and opting for the silhouetted cookies as the photography style. The dot pattern was added as decoration to the plate for synergy to the All is Bright fragrance launch, as well as, linking to the home accents and gift programs for Q4. The Cookie Swap program name was given a higher hierarchy over the fragrance name. This soon would change...

FIRST ROUND CONCEPT B

This concept embraced the sophisticated holiday party thematic and took an the elevated approach, with heavy use of black and gold. The gold dot burst frame was a result of this concept. The cookies were framed by the black background and retained their graphic styling.

SECOND ROUND CONCEPT

The hierarchy strategy was adjusted in the second round, with the program name taking a back seat to the fragrance icons and name. Black was exchanged for a friendlier cream and slightly bitten cookies were a great solution to the perfectly/imperfect photography approach. The cookies casually scattered about was a fun way to framed the label. The gold dot frame was here to stay.

THIRD ROUND CONCEPT
Cookie Swap was moved to the neckband, allowing for more room for photography. A tonal color approach was explored and simplifying the font for the fragrance name allowed for greater focus on the imagery. The silo cookies were about to be dropped, in favor of environmental photography and more vertical crop. Spray glass with metallic deco was explored to mimic the look of a cookie jar, while still maintaining the use of the glass apothecary form.

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