one of a kind Sub-Brand Packaging by CHIEN CHUN FENG

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DESIGN DETAILS
DESIGN NAME:
one of a kind

PRIMARY FUNCTION:
Sub-Brand Packaging

INSPIRATION:
Yankee Candle is widely distributed, but not widely distinguished from the competition. The Yankee Candle Company is an American manufacturer and retailer of scented candles and candle holders. A review of retail channels, where Yankee Candle is sold, including online research and qualitative conversations with shoppers, revealed opportunities to distinguish the Yankee Candle brand and to reach a younger and more contemporary customer.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This project creates sub-brand packaging for the Yankee Candle company, One of a kind collection. One of a kind collection has two packagings. The label is removable and fits to the interior decoration for the original packaging. The other one is for X'mas, consumers can play with a customizable cling art and decorate the one of a kind gifts to their lovers in the special time.

OPERATION / FLOW / INTERACTION:
Opportunity: create sub-brands that leverage the trust of Yankee Candle brand name to: 1. Reach a more contemporary, and younger customer 2 Create new product news and excitement Capitalize on trends: 1. Limited edition artist series 2. Crafting and personalization

PROJECT DURATION AND LOCATION:
The project started in August in New York and finished in December 2015 in New York.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Paperboard, sticker, glass

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 85mm x Depth 85mm x Height 180mm for original packaging

TAGS:
Redesign, strategic, candle, customizes, gift

RESEARCH ABSTRACT:
Customer profile: She uses candles to make her home cozy and as a gift to show how much she cares. 1. Overwhelmingly Female:Manufacturer surveys show that 90% of all candles are purchased by women. 2. Warm & Cozy is Key: Nine out of ten women say they use candles to make a room feel comfortable and cozy. 3. Candles Personalize Inside and Out: Approximately one in five women say they use candles to decorate the yard, patio, or other exterior areas as well as the interior of a home. 4. Candles are Decor and Stress Relief: She is increasingly purchasing candles as a focal point for home decor, and for aromatherapy and stress relief. 5. Candles Make Great Gifts: Both givers and receivers agree, candles are an acceptable gift for a variety of occasions.

CHALLENGE:
The challenge for this project is that how to keep the advantage of Yankee Candle brand and creating a new packaging for young consumer in the same time.

ADDED DATE:
2016-02-26 19:48:04

TEAM MEMBERS (1) :
Designer: Chien- Chun Feng

IMAGE CREDITS:
CHIEN CHUN FENG, 2015.

PATENTS/COPYRIGHTS:
Copyrights belong to Chien-Chun Feng, 2016.

Visit the following page to learn more: http://www.behance.net/chienchunfeng
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CLIENT/STUDIO/BRAND DETAILS
NAME:
yankee candle

PROFILE:
The Yankee Candle Company is an American manufacturer and retailer of scented candles, candleholders. Its products are sold by thousands of gift shops nationwide, through catalogs, and online, and in nearly 50 countries around the world.Yankee candles is a retailer of scented candles in America. They have thousands of scented and different size of candles. And the scents can last in house for a long time. Yankee candles are lead-free with 100% natural fibers that are wound to create a superior wick. Yankee Candles requires glass to be lab-tested to ensure the appropriate strength and consistency of the glass. For the package, they use color and real image to represent different scents.

NOMINATION DETAILS

One of a Kind Sub-Brand Packaging by Chien Chun Feng is a Nominee in Packaging Design Category.

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AWARD DETAILS

One of a Kind Sub-Brand Packaging by Chien Chun Feng is Winner in Packaging Design Category, 2015 - 2016.



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