[candle shop]
Introduction As dusk approaches, the warm flames of candlelight come to life. At Dusk, candles are more than a fire; they are an expression of the soul, made with magic, and capable of manifesting powerful emotions. That’s why this fictional luxe shop, located in the Wynwood District, is more than a store. Dusk is a place for people to make their own wicked, nature inspired candles. With a wide array of scents, colors, and decorations, customers can explore the world of candle making and create a unique scent.
Contents [brand attributes]
Logo Typography Color Palette
[brand elements]
Business Cards Packaging Candles Lighters Store Assets Decor Store Moodboard
Our Logos Both logos use my custom black-letter typeface, Jinx. These letters, tweaked to interlock, capture the dark and Gothic aesthetic of Dusk.
[primary logo]
[secondary logo]
The secondary logo is a simplified version that can be used almost interchangeably with the first, or as an additional design element to branded pieces.
Improper Usage
Do not stretch or rotate.
Do not use off-brand colors.
Do not use more than one color.
Do not change design elements.
Typography
JINX ABCDEFGHIJKLMNOPQRSTUV W XYZ abcdefghijklmnopqrstuvwxyz 0123456789
Barlow Semi Condensed Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Barlow Semi Condensed Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
* Only titles written in Barlow Semi Condensed Medium can be contained within brackets as such: [title]
[
Color Palette
Charcoal
Clean Linen
Lavender
Copper
#000000 75C 68M 67Y 90K
#ffffff 0C 0M 0Y 0K
#cbcbfd 17C 17M 0Y 0K
PANTONE Metallic Copper 876C
On candle packaging the logo becomes the color of the scent that the candle represents. For example, a clean scented candle with an image of ice on the side results in the logo being a light shade of blue. Take into account the 6 colors for the existing candle scents.
[dusk]
[crackle]
[moonlight]
[tundra]
[seaside]
[rainforest]
[brand elements]
Business Cards [four versions] A variety of business cards with compelling photographs to embody our understanding of nature and magic being ever changing. ( see shades seaside, moonlight, dusk and crackle on the right.)
Packaging
[crackle] Dark and smokey, reminiscent of campfire outings in October and telling spooky stories.
Packaging
[tundra] A clean and slightly floral burst of fresh air evocative of freshly frozen ice and snowy winters.
Packaging
[seaside] Tropical and sweet, like having a refreshing drink while listening to a symphony of crashing waves.
Packaging
[rainforest] An earthy mix that epitomizes the subtle dew that gleams on the surface of leaves as the sun rises.
Packaging
[moonlight] A calming lavender and eucalyptus scent that can enchant the most restful stages of sleep.
Packaging
[dusk] This warm and citrus candle embodies the slowsetting glowing skies that precede its namesake.
Candles Candle: [crackle]
Crackle evokes a magical plant pot. Champagne glitter and black wax give this candle its soil like appearance, providing a sense of groundedness.
Candles Candle: [tundra]
Tundra is a minimalist’s dream. Silver glitter, Baby’s Breath and white crystals give this candle its airy feel, bringing thoughfulness and an open mind.
Candles Candle: [seaside]
Seaside represents the ocean at its most glamorous. Sea glass, blue flora, and unique shells in every candle serve as a reminder to unwind and listen to the waves.
Candles Candle: [rainforest]
Rainforest is mother nature’s pride and joy. The luscious leaves, emeralds and jade that envelope this candle display its properties of healing and prosperity.
Candles Candle: [moonlight]
Moonlight shines a guiding path in the dark, night sky. This candle calls upon its lavender, eucalyptus and healing crystals to invite peacefulness and restful energy.
Candles Candle: [dusk]
Dusk is the fleeting moment of light just before the sun sets. The Citrine in this candle creates strength for a new day, while the vivid orange petals promote the energy needed to attain it.
Lighters
Decorative Ingredients These are four of our ingredients bottles. In store, hundreds of differently shapped glasses fill the candle making ingredients wall. These small potion bottles have our logo branded into the cork. Larger corks use the primary logo, while smaller corks use the simplified one. The ingredients inside the bottles are listed out on the side, etched into the front of the glass.
Fragrance Oils
Customers will have their pick from dozens of fragrances and oils. These smaller bottles come with a dropper to faciliate pouring them into the candles. The scent is listed along the front with copper foil in our custom typeface.
Aprons Keep customers clean and protects their garments while they make candles.
Personalized Labels Customers can name their candles using a metallic marker on a blank label with their choice of a copper or white logo.
Shopping Bag Every purchase goes in one of these sturdy black bags with matching rope handles and a copper foil logo.
General Candle-Making Instructions These menu-sized instructionals are given to each customer and available in the candle-making area. They provide a general outline for the ingredients and process that customers should follow for their own candles, taking in account ideal proportions and work flow.
Recipe Book
The ultimate guide for candle makers that need a little inspiration. This book is filled with over 40 complete recipes. Ideal for those looking for fool-proof combinations. A few of these are spread around the store for customers to peruse.
Decor This handcrafted wax scupture is an in-store display piece, perfect for social media posts. It was created using several pounds of wax, and hundreds of flowers. The process involved creating wax slabs and carving them into my custom typeface.
Store Moodboard
Dusk Brand Book