Yankee Candle

Here’s the trap heritage brands fall into: the assets that made you can age you.

The apothecary jar once signaled craft. To younger consumers, it signaled their mother’s bathroom. Everyone knows Yankee Candle. The problem wasn’t awareness. It was perception.

For Classic, we protected what mattered and changed what didn’t. The jar stays. The label transforms into larger, bolder, fragrance-first imagery that commands the shelf.

For the YC Collection, we went further. New curved vessel. Watercolor artwork. A monogram pulled from the original logo. Premium expression, same heritage DNA.