one of a kind
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:
PRODUCTION / REALIZATION TECHNOLOGY:
Paperboard, sticker, glass
SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 85mm x Depth 85mm x Height 180mm for original packaging
Redesign, strategic, candle, customizes, gift
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.
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.
TEAM MEMBERS (1) :
Designer: Chien- Chun Feng
CHIEN CHUN FENG, 2015.
Copyrights belong to Chien-Chun Feng, 2016.