Effervescent is a concept for a candle brand that explores the home experience.
My roles
Conceptual Design | Graphic Design | Packaging Design
Situational Summery
Candle sales have been in decline since the rise in popularity of essential oils and scent diffusers. Young adult buyers are no longer purchasing candles strictly for their fragrant quality, but instead for the aesthetic appeal it bring to their home.
User Interviews
We interviewed over 20 college-aged young adults in the Boulder area, and more than 80% said they no longer purchase candles because they are not as visually pleasing as scent diffusers. We used the data gathered in these interviews to create an amalgam of these users.
Our Target Audience
User Persona - Blair
Blair is a Junior in college and a Colorado native. She makes an effort to be an environmentally conscious consumer, but her college budget limits her household purchases to a few accent pieces. Blair likes going out and having fun with her friends, and is especially drawn to nature related activities like hiking, rafting, and skiing.
User Insights
Blair makes purchases based on the cost and versatility of the item. She is likely to remain loyal to brands that promote environmental conservation.
Wordmark & Lettermark Logo
Sketches
These are our candle mock-ups and their respective scents. Each candles shape and scent represent the popular Colorado destination it is based on.
Here is our initial packaging mock-ups alongside the color profile we assigned to each candle/location.
Digital Experience
Conceptual Social Account
We also created mock-ups of Effervescent on social media platforms such as Instagram and Twitter, to highlight the approachability of our brand, and to reach out to our customers where they are.
Packaging Net
After we completed our initial packaging mock-ups, the next step was to digitize them. Once the 2D net was complete, we assembled the boxes.
Physical Mock-Ups
Roles Taken On In This Project
This project is a throwback to my roots as a graphic designer, as well as an expansion into user experience design and project management. Curating all the pieces of the brand identity and compiling them together at the completion of the project was an immensely satisfying experience, and one I hope to replicate with my work in the future.
Graphic Designer
My partner and I both sketched designs for the Effervescent logo and the candle boxes. We chose to move forward with my sketched logo design and her sketched box designs, I digitizing the designs and creating the layouts for the boxes. The process to work and make decisions as a team was a positive one, an added bonus was being able to iterate on my own designs and see them evolve from flawed sketches to flawless graphics.
Packaging Designer
Effervescent is a lifestyle brand designed to change the way people think about their candles. Through our research we discovered that candles were no longer selling as well in their traditional form, so I reimagined the classic cylindrical shape of candles, as well as the action of unboxing them.