Yankee Candle started in 1969 when founder Michael Kittredge created a scented candle made of crayons as a Christmas gift for his mother. Since then, the brand, initially called “Candles by Michael Kittredge,” has become a stalwart in all things wax and wicks.

Considering Yankee Candle’s significant presence in the candle category and decades-long legacy, making substantial changes to the visual identity can be a fine needle to thread. Any refresh to Yankee Candle has to balance the long-standing and positive heritage brand while contemporizing enough to attract and keep newer and younger generations of consumers.