{"id":13881,"date":"2025-08-28T15:32:17","date_gmt":"2025-08-28T08:32:17","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/beardwoodco-oversees-brand-refresh-for-the-yankee-candle-company\/"},"modified":"2025-08-28T15:32:17","modified_gmt":"2025-08-28T08:32:17","slug":"beardwoodco-oversees-brand-refresh-for-the-yankee-candle-company","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/beardwoodco-oversees-brand-refresh-for-the-yankee-candle-company\/","title":{"rendered":"Beardwood&Co oversees brand refresh for the Yankee Candle Company"},"content":{"rendered":"

Beardwood&Co<\/a> is refreshing the identity of the US fragrance brand the Yankee Candle Company.<\/p>\n

The first range to sport the new look is its large, eponymous scented candle collection.<\/p>\n

The candle company\u2019s roots go back half a century, when 16-year-old Mike Kittredge made a candle out of household materials for his mother for Christmas, but ended up selling it to a neighbour instead.<\/p>\n

Beardwood&Co\u2019s new look for the Yankee Candle Company<\/p>\n

A household name in the US, Yankee Candle is a market leader with its own stores, and more than 35,000 stockists around the world.
\nHome fragrance is a crowded category, with a lot of new entrants.<\/p>\n

But in more recent times, some of these in the US have come under pressure from tariffs, as they are made overseas, explains Jamie Rose, senior director of brand management at Yankee Candle.<\/p>\n

In contrast, Yankee Candle\u2019s products sold in the US are made in the US, and those sold in EMEA are made in Czechia (formerly the Czech Republic).<\/p>\n

The client\u2019s aim was to attract new buyers while retaining its existing consumers.<\/p>\n

Yankee Candle initially brought in ad agency Terri & Sandy to help with the rebrand. However, the agency admitted that packaging design wasn\u2019t their strong point, and recommended Beardwood&Co took on that part of the job.<\/p>\n

Having launched in 1969, this is the brand\u2019s fourth redesign since 2016.<\/p>\n

But this time, it\u2019s in tandem with significant product investment, including longer-lasting fragrances and a new premium plant-based wax blend.<\/p>\n

\u201cBecause of that investment, this was the opportunity for a more comprehensive refresh than in the past,\u201d says Julia Beardwood, founder of Beardwood&Co.<\/p>\n

Beardwood&Co\u2019s new look for the Yankee Candle Company<\/p>\n

The New York based agency collaborated with Yankee Candle\u2019s cross-functional brand, design and consumer insights teams to tap into customer insights and data.<\/p>\n

As part of modernising the brand and recruiting new consumers, Yankee Candle works with influencers to bring the product to life on social media. For example, it has 409k Instagram followers.<\/p>\n

It spotted that its buyers, 80% of whom are female, \u201care after more elevated, design-forward experiences\u201d, says Rose.<\/p>\n

\u201cWe are experts in fragrance,\u201d she adds. \u201cThere was an opportunity to bring forward a more true-to-life expression of our fragrances through labelling.\u201d<\/p>\n

While the label was up for grabs, the logo \u2013 introduced in the 2016 redesign \u2013 and the apothecary jar were not to be touched, as they are widely recognisable.<\/p>\n

Beardwood&Co\u2019s new look for the Yankee Candle Company<\/p>\n

The new label is big and rectangular, evoking the labels on the original Victorian apothecary jars.<\/p>\n

A narrow white line frames an image. \u201cWe used AI to generate the images, so that they would be cohesive across the portfolio,\u201d design director Hannah Bardwell says.<\/p>\n

\u201cThis technology allowed teams to prototype mood boards and capture real-time consumer sentiment quickly. Designers and photographers then translated this information into custom visuals, bringing each brand element to life.\u201d<\/p>\n

In the case of best-seller Pink Sands, that\u2019s an aerial view of a pink sandy beach. Meanwhile, Sage & Citrus shows a detail of a sliced lemon and some sage leaves, and Warm Linen Cashmere shows a close-up of a pile of woollens in different blues.<\/p>\n

The black, uppercase text sits in a white square, reminiscent of lifestyle brands such as The White Company. \u201cEst. 1969\u201d has been added to the label, to emphasise the brand\u2019s heritage.<\/p>\n

In addition, metallic embellishments were added to give the label texture.<\/p>\n

\u201cThere\u2019s a lot of strategy going on in the final execution,\u201d says Beardwood. \u201cIt\u2019s really telegraphing that scent experience.\u201d<\/p>\n

Beardwood&Co\u2019s new look for the Yankee Candle Company<\/p>\n

The Yankee Candle Company is owned by global consumer goods company Newell Brands, whose other businesses include Sharpie felt-tip pens, and Rubbermaid, which sells bins and food containers.<\/p>\n

As well as scented candles, the Yankee Candle Company sells diffusers, plug-in room fragrances, car fresheners and other items.<\/p>\n

\u201cTo help create a consistent brand expression, we will transition our full portfolio into this new visual brand language, with the rest moving into the marketplace in January 2026,\u201d Rose says.<\/p>\n

Meanwhile, the rebranded candle collection\u2019s success will be measured by its financial performance, consumer sentiment, ratings and reviews.<\/p>\n

Beardwood&Co\u2019s new look for the Yankee Candle Company
\nBeardwood&Co\u2019s new look for the Yankee Candle Company
\nBeardwood&Co\u2019s new look for the Yankee Candle Company<\/p>\n

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Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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