Two Candle Collections from concept to launch
Service
Package Design
Branding
Client
Victoria’s Secret
Year
2021
Overview
This summer I had the opportunity to intern with Victoria’s Secret Beauty as a Package Design Intern. A part of this role was participating in a group project along with four other beauty interns. Their roles were Merchandising, Allocation, Package Engineer, and Marketing. As a group we were tasked with creating a candle launch plan for both Victoria’s Secret Beauty and Pink Beauty. As a team we created a storyline for each collection. Both collections each had three candles which we named and determined their scent notes based on competitive patterning. At the end of the project we were able to present it to over 150 employees of VS&Co.
*See process book here for a deeper look into this project
FINAL DESIGNS - VS BEAUTY
VS Beauty Cozy Candle Collection
Arctic Pine Carton
Crackling Fire Carton
Spiced Cider Carton
FINAL DESIGNS - PINK BEAUTY
Pink Beauty Dusk Til Dawn Candle Collection
Morning Grind Vessel and Dust Cover
Afternoon Refresh Vessel and Dust Cover
Twilight Tea Vessel and Dust Cover
Brand Decisions - VS BEAuty
Final Carton Design for VS Beauty
Graphic Element
After sitting in on a lot of meetings with the merchandising teams, I discovered that something the VS customer looked for was an added bit of luxury. While the vibe of this collection strayed more towards comfortable than fancy, I wanted to make sure I could still include what she was accustomed to. That is why I decided to add in elements of gold hot stamp. Not only did I apply it to the border but I weaved it into the pattern as well to make it more integrated.
Pattern
After deciding to design for the Holiday season with a cozy cabin theme, I began competitive research to see what else was currently on the market. I researched both other candle designs, other beauty related designs, and images that represented the theme. I came across a lot of imagery with a plaid pattern. I decided that it was an option I wanted to explore because it really embodied the cozy vibe and it was able to shift colors while retaining the pattern for the other candles.
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Brand Decisions - PINK BEAuty
Final Vessel and Dust Cover Design for PINK Beauty
Photography
Creating a story with each of these collections was integral in driving the design process. For the Dusk til Dawn collection, each candle was modeled after a drink she might have throughout the day. I utilized photography of each drink the candle represents. I also altered some of the photographs so that each photo went with the rest of the candle and all of them differed from each other.
Color
A lot of my research into the PINK demographic let me know that the customer likes candles that are aesthetically pleasing and reusable vessels. Because of that insight I looked across the competitive landscape to see what color options I should look into. I wanted each color to match the drink and also be something she might want in her space. I decided to go the monochromatic route because I was seeing that a lot through fashion and home decor trends.
Graphic Element
The majority of PINK Beauty uses a circle with a script font over as a part of their brand codes. I wanted to be able to utilize part of that, but change it up so it is known that home care differs from their other bath and mist products. That is why I paired their circle with a sans serif font and arranged the text to the left instead of centered.
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PROCESS WORK
Carton Exploration for VS Beauty Cozy Candle Collection
Vessel and Dust Cover Exploration for Pink Beauty Dusk til Dawn Candle Collection