Yankee Candle, the icon of home fragrance, has undergone a brand redesign. This transformation, created in collaboration with New York-based branding agency Beardwood & Co., preserves its heritage while also reflecting a modern sensibility for a new generation. Founded in 1969, the brand has been a fixture in the daily lives of consumers around the world for half a century, earning its steadfast love.
Yankee Candle has long been synonymous with its apothecary-style glass containers and cozy scents. However, with recent changes in interior design trends, consumers are demanding products that are visually sophisticated as well as fragrant. Accordingly, the brand embarked on a refresh to retain its loyal existing customers while also attracting the MZ generation, who value aesthetic design.
The redesign's core elements are threefold. First, image-driven storytelling visually reinforces the connection between the scent and the name. Second, a luxurious texture and aesthetic befitting the brand's positioning as a "scented candle with a design to appreciate." Third, a label design that maintains the brand's unique identity while being stylishly reinterpreted to reflect the times.
This project's defining characteristic is the use of AI technology. In the early stages, generative AI was used to quickly establish a creative direction by prototyping mood boards and scent images. Designers and photographers then created customized visuals, which were then incorporated into the actual product.
The existing logo and bottle shape remain intact, while the newly applied label features a rectangular shape with a thin white border and an AI-powered image in the center. For example, "Pink Sands" is expressed with an aerial image of a pink beach, "Sage & Citrus" features cut lemons and sage leaves, and "Warm Linen Cashmere" emphasizes the texture of blue knitwear. The black text and "Est. 1969" in the center of the label emphasize the brand's history and trustworthiness.
