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.

Press

Yankee Candle Designed a New Luxury Candle Line — Fast Company

Yankee Candle Refresh Keeps the Brand’s Heritage Flame Lit — The Dieline

Beardwood&Co. Reimagines a Classic American Brand — Print Magazine

Beardwood&Co Oversees Brand Refresh for Yankee Candle — Design Week

Yankee Candle Unveils Modern Design Refresh — Creative Boom

Yankee Candle Unveils Elevated Brand Refresh — Transform Magazine

Beardwood&Co. Refreshes Yankee Candle Visuals — MediaPost

Beardwood Rekindles Yankee Candle Brand — GDUSA

AI-Powered Yankee Candle Rebranding — Design Compass

Results

+22.8 points purchase conversion

79% consumer preference

Top 5% of 2,400 redesigns (Designalytics)

PAC Global Awards Nominee 2026