Yankee Candle

Elevating an icon

Yankee Candle, the original scented candle brand, needed to regain its foothold as category leader by modernizing its brand without alienating its existing customers. We unlocked that the modern woman is looking for fragrance products crafted with care. With this insight, we leaned into crafting a brand that embraced Yankee Candle’s sensorial fragrance first expertise, through abundant artful imagery and the iconic range of Yankee fragrance colors. Visually cuing welcoming joy, celebrating its room-filling fragrances and emotional connections, and crafting display-worthy designs that fit within the modern woman’s curated homes. The Yankee Candle redesign was named one of Designalytics' Hot Rebrands, with a +22.8% point increase in purchase conversion.