Modernize an icon. Elevate the experience.
Company - Yankee Candle
Summary
Yankee Candle created the home fragrance category fifty years ago. Today, younger consumers love the product but see the packaging as their mother's bathroom. Next to minimalist competitors, the apothecary jar looked dated, but generations recognize that silhouette. You don’t touch it.
We went after the label instead. The old label was small and cluttered. We made it larger and bolder with fragrance-first imagery that fills the space and stops you at the shelf. The jar stayed, everything else transformed.
Services
Brand Design
Packaging Design
Structural Design
Art Direction
Customer Insights
Brand Guidelines
Naming
The Brave Idea
Honor the jar and
open a window to fragrance.
Designalytics tested the new design against 2,400 launched redesigns, and Yankee Candle landed in the top 5% of CPG branding refreshes. Purchase conversion jumped 22.8 points (nearly six times Designalytics’ threshold for increasing sales). Seventy-nine percent of consumers preferred the new look. The relaunch halted declining sales immediately.
The Growth
The July 2025 relaunch was executed seamlessly, with a clean transition to the new design. Top 5% performer in Designalytics database of 2,400 launched redesigns. +22.8 point margin increase in purchase conversion. PAC Global Awards 2026 Entry.
Top 5%
of redesigns in 2025
23pt
Purchase conversion increase
One transformation led to another. The YC Collection (a new premium line) launched with a custom curved vessel, watercolor artwork, and a monogram derived from the original logo. We used the same principles: honor the heritage while elevating the expression. Two projects, one relationship, one brave brand transformation.
This design refresh reflects a seamless collaboration between the Yankee Candle team and Beardwood, rooted in a shared vision. We're proud to reintroduce Yankee Candle with elevated design and renewed purpose—positioning the brand for continued growth and relevance with loyal fans and new audiences.
”Aaron Swart
SVP and General Manager, Home Fragrance, Newell Brands
Be BraveLet’s Talk
Share what you want to achieve. Together, we’ll see if we’re a good fit.
