The redesign of the Scenterpiece logo was part of the rebranding efforts to reflect the new casual sophistication look of Yankee Candle.
To re-envision the Scenterpiece logo and develop and design a new label lockup for Scenterpiece.
FINAL LOGO AND DESIGN
TOP: New Scenterpiece logo. Updated Avenir sans serif font was the base type face, to which I added fragrance iconography too with the swept up bar of the "t" and shoulder of the "e." The curl of the "e" and "t" are in an upward direction to denote a positive experience.
SECOND: Previous YC logos and new rebranding YC with new Scenterpiece logo.
THIRD: Product with new labels.
BOTTOM: Finalized label design with die line. Once the logo was approved, I was tasked with designing the new label lockup. I drew from the new core line candle labels, implementing the pendant design with silver foil border. The final design uses the pendant to frame and house the form/ descriptor name. This was the first non candle wax form to be designed and all other product forms followed the design standards of this lockup.
CONCEPTS LOGOS AND DESIGNS
ABOVE: Early versions of the logo design. The multiple bars of the "t" proved to be too busy. The "e" shoulders were in a downward motion and were soon to be changed to an upward motion to promote a positive experience while using the product.
BELOW: Label design exploration with color palette and frame devices.