CASE STUDY
Alchemist Candle Company
Creation of a brand identity system for an eco-luxury candle company. My role was to develop their visual identity, from logo and packaging design all the way through 3D mockups.
Problem
As a new company, Alchemist Candles needed a complete identity system. The founder wanted both ornate and minimal design elements in the branding. This meant what was needed was a flexible design system where conflicting elements could make sense in the same space.
Solution
I had isolated the ornate and decorative elements into the logo itself, allowing for the product packaging space to utilize the minimal elements to retain legibility. This tiered approach allows the balance of simpler and decorative features to work together.
Established by Danni Ma in Brooklyn, New York, Alchemist Candle Company is a nature-centric candle and fragrance brand that highlights the protoscience of Alchemy. The Alchemy theme stems from the physiological side of the practice which focuses on the significance of natural aromas and the function that senses play in everyday life.
Through conversations with Danni, I learned she wanted the brand to balance two aesthetics: the ornamental detail of medieval manuscripts with the clean approachability of contemporary design. She admired intricate historical artwork but emphasized the brand needed to feel accessible to modern consumers.
I began skimming through manuscript art from the 5th to the 15th century to get a better idea of what stylistic details underscored this time period. I then analyzed contemporary candle brands to see how competitors positioned themselves visually. This helped identify key characteristics of each aesthetic and where they might coexist in a brand system.
Medieval Era
Dimensional flatness
Line weight variation
Ordain imagery and symbolism
Fine detail
Contemporary/ Minimal
San-serif fonts
Earthy & light tones
Use of white space
Ornamental detail creates visual interest and builds brand character, but can sacrifice legibility. Minimal design ensures clarity, but borders on feeling generic. The brand needed both qualities without one undermining the other.
Having gathered the necessary design information, the solution was to separate ornamental and minimal elements by function. The logo and decorative patterns would carry the medieval, detailed aesthetic. These establish brand personality and be the visual alchemical brand identity. The packaging labels and typography stay clean and minimally organized so customers can quickly read scent names and product information. This builds a format where ornate detail creates brand character without sacrificing legibility.
I began by creating various preliminary designs in Procreate, sketching figures from nature such as bugs, birds, animals and of course, doing my best to incorporate a flame or two. Each concept maintained characteristics from medieval manuscripts: varied line weights, symbolic imagery, and intricate detail.
After sharing these iterations with Danni, the serpent candle design came out on top as the strongest candidate. It balanced the ornamental medieval aesthetic she wanted with enough clarity to function as a modern brand mark. The serpent design also worked to be an ideal anchor that reflected transformation and regeneration which fits perfectly into the alchemical direction.
Confident with the logo, I focused on the packaging structure. I wanted to have a clear purpose for each surface. The top for logo placement, the front for essential product information (scent name, ingredients, burn time).
When it came to the side faces, I wanted them to serve multiple functions; show a visual difference with what scent you were purchasing as well as adding shelf interest. When this box may be oriented and stacked in different directions, I saw it as an opportunity to not overwhelm a viewer with excessive information or appear too promotional.
The tiered approach, targeting ornamental detail in the logo and patterns while keeping packaging labels minimal, successfully created a brand identity that balances historical craft with a modern environment. The client was extremely satisfied with how the identity captured the alchemical theme while remaining commercially workable.
This project reinforced the importance of hierarchy when it comes to branding. Not every element needs some kind of perfect balance of visual weight. Isolating complexity to specific points while maintaining simplicity in separate sections allowed both aesthetics to strengthen rather than undermine each other. Working directly with a startup also taught me to balance creative vision with practical constraints like package printing turnaround and international production.