The Brand:
Lights Off is a D2C, seasonal candle subscription that finds rest and quiet in a little bit of darkness. The brand urges you to turn the ‘lights off’, burn a candle and reset.
The Brief:
Create a visual identity and packaging system that captures 2 key elements. 1. The beauty of darkness & 2. The human experience of the 4 seasons.
The Solution:
Brandmark – The identity crafts a symbol to action turning your ‘lights off’. Abstractly, the line through the circle represents 3 ideas – powering off, the wick & the candle and finally, the L & the O of Lights Off. The wordmark incorporates the linear element of the symbol, to strike through ( much like a matchstick ) the G to the H.
Color – The visual system breaks away from the conventional color cues of the seasons and instead envelopes the brand in a dark, smokey palette, illuminated delicately by its gold foiled graphics.
Illustrations – Each candle is illustrated to tell the story of its season in darkness, capturing the way we experience them as beings: To rest in Winter, Begin in Spring, Expand in Summer & Gather in the Fall.
Packaging*- A branded shipper box, carries a pair of the season’s candles, sent to the consumer, on subscription, 4 times a year – in winter, spring, summer & fall.While the external face of the shipper is kept simple, once open, the inside of the box is flooded in the brand’s dark charcoal, revealing a paper slip with the season’s illustration, followed beneath, with a pair of candles. A QR code takes you to a wellness audio guidance to compliment your Lights Off experience.
The candle vessels are intentionally minimal, to compliment the environment of any home. Each vessel carries a symbol derived from the Lights Off mark, printed in gold metallic ink, to represent our experience of the seasons – to rest, to begin, to expand, to gather. The amber glass vessels soften the glow of the flame and lean into the darkness when you turn the ‘lights off’.
*Note: As a D2C brand, Lights Off only ships its candles in the branded shipper box at the moment. The individual, secondary pack ( as represented in the last slide), will be produced when the brand moves to an in-store, retail environment.
Designed By Priyanka Krishnamohan
