CASE STUDY
Alchemist Candle Company
Logo design, packaging system, and 3D product visualization for a cross-continental fragrance brand.
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Project Overview
Established in 2020 by Danni Ma, Alchemist Candle Company is an eco-conscious fragrance brand born from a cross-continent journey between Brooklyn and China. Rooted in the philosophy of alchemy, the brand needed an identity that reflected its handmade craft without blending into a saturated market of minimalist candles. I had to build a complete brand system from scratch while physical manufacturing specifications were entirely uncertain. My solution was a scalable design architecture.
RESEARCH
Discovery & Visual Direction
Danni Ma is a self-taught candle maker who honed her craft alongside vendors at the Brooklyn Flea Market. But when she relocated to China, she needed a comprehensive identity system from scratch, a logo, packaging architecture, and 3D visualization despite having unfinalized physical production specs. Because we were collaborating remotely across continents, establishing a clear visual vocabulary early was critical. We built a collaborative mood board to pin down her exact aesthetic goals. Danni wanted to merge the rich, hand-drawn character of manuscripts with the functional clarity of contemporary minimalism.
Key Takeaways
Symmetrical compositions & mirrored designs
Layered detail within defined spaces
Ornate borders and frames
Botanical motifs & repeating patterns
Rich, aged color palettes
Dimensional flatness typical of medieval art
RESEARCH
Market Context & Research
The artisanal candle space is saturated with brands competing on natural ingredients and eco-conscious messaging. Most often default to the same visual approach. This creates a crowded market where brands become visually interchangeable. Below are a few hand picked examples.
P.F. Candle Co.
Los Angeles, California
Kraft paper label with a condensed (borderline illegible) sans-serif typography
Little variation in type hierarchy (scent name and details given equal weight)
Amber glass jar (warm, natural association)
Brooklyn Candle Studio
Brooklyn, New York
White minimalist label with serif scent name, sans-serif details
Large white label dominates the jar. High contrast but impersonal
Clean but generic. Could be mistaken for any wellness/home goods brand
Boy Smells Candles
Los Angeles, California
Color-blocked label (pinkish purple) with tight leading, caps typography
Black glass creates contrast but loses transparency/material quality
Contemporary but relies heavily on color blocking for differentiation
Synthesis
Design Challenge
Artsy, city-based candle brands use minimalism without distinguishing features. Not much brand personality. Every brand looks identical because they rely solely on typography and whitespace.
Tin sizing and box dimensions weren't finalized post design phase. The system needed flexibility to accommodate specification changes without requiring complete redesigns.
Separate by Function: Isolate decorative elements to specific brand touchpoints (logo, patterns) while keeping functional elements adaptable. What creates personality stays fixed and what needs flexibility varies.
IDEATION
Logo Design
Navigate through the interactive tabs to see the logo’s evolution. Each step highlights key design decisions required to turn a raw concept into a scalable logo.
Final
Mid Fidelity
Preliminary
I vectorized the design in Illustrator. The curved text lockup uses the font Luminari which I thought served as both some typography and a structural boundary that separates the logo from any other visual elements that might be paired with it. For most uses of the logo, I used a linework version of the current design.
IDEATION
Label Design
Moving onto the candle label design, I tackled the tightest spatial constraints first. With the physical tin sizes still unfinalized and in production, I decided to work from the label as a flexible, proportional grid. It needed to balance functional typography in the center with a swappable pattern system on the sides to accommodate whatever final dimensions the factory dictated.
Final
Mid Fidelity
Preliminary
I vectorized the design in Illustrator. The curved text lockup uses the font Luminari which I thought served as both some typography and a structural boundary that separates the logo from any other visual elements that might be paired with it. For most uses of the logo, I used a linework version of the current design.
IDEATION
Box Design
Navigate through the interactive tabs below to see the logo’s evolution. Each step highlights key design decisions required to turn a raw concept into a scalable logo.
Final
Mid Fidelity
Preliminary
I vectorized the design in Illustrator. The curved text lockup uses the font Luminari which I thought served as both some typography and a structural boundary that separates the logo from any other visual elements that might be paired with it. For most uses of the logo, I used a linework version of the current design.
Ideation
Lighting & Environment
Studio Scene
For the studio shots, I set up a three point lighting system, a key light for main illumination, fill light for softening shadows and a rim light for edge definition. I also added some subtle volumetric lighting.
Environmental Scene
DESIGN SOLUTION
Final Mockup Renders
The final deliverable is a complete and new brand identity system that bridges medieval ornamental design with contemporary function. The serpent logo and botanical patterns carry the brand's personality, while clean typography and modern elements ensure product information remains modern and accessible.
RESULTS
Reflection
This project reinforced the importance of clearly defining aesthetic boundaries before designing. By breaking down the characteristics of the detailed and minimal design languages early on, I established guidelines that helped with every design step. Because I couldn't rely on quick check-ins or in-person presentations, I was forced to think more strategically about why each choice mattered, which ultimately made the work stronger. Furthermore, beautiful concepts don't matter if they can't be produced accurately or cost-effectively. Building production considerations into the design process from the start prevented costly revisions later.