Candles are generally associated with some big time rest, relaxation, and/or romance—relaxing in a bubble bath, meditation time, or treating someone to a romantic dinner at home. Thus, packaging designs for these products generally follows suit. But Wiff takes a different approach, revitalizing the market with bold colors and confident designs. We spoke with Mark Higginson, Creative Director at UK agency BramCreates, on how they went about designing Wiff, where they found their inspiration, and the importance of market research.
BramCreates: WIFF evolved from a family discussion we had about six months ago. My sister Claire and brother-in-law Graeme, the founders of the business, approached me to see if we could look at the current candle and diffuser market to see how viable me and my business BramCreates believed it would be to create a disruptor brand.
Claire and Graeme felt the landscape needed a bit of a shake-up and that there was nothing that really worked in the luxury market that they could identify with. It seemed to be full of very overly feminine and faceless brands that were ideal for our parents but not a younger more creative-minded shopper like ourselves.
