Lucy Lou Candles is a handmade candle business that approached me to develop a recognisable visual identity following the launch of their business. As a growing small business, the client wanted to establish a stronger and more cohesive brand presence that would help their products stand out while communicating the warmth, personality and handmade nature of the business. The brief called for an identity that could balance a sense of luxury and refinement with a fun and approachable character, creating a brand that felt memorable without becoming overly formal.

The design process focused on translating these qualities into a visual identity that could reflect both the products and the personality behind the business. Typography became a key element of the direction, with a bold typographic logo developed to create a strong and recognisable brand mark. A custom candle illustration was incorporated into the logo to directly reference the product while adding a playful visual element to the identity. A tonal pink colour palette was then introduced to reinforce the warmth and femininity of the brand while allowing the identity to maintain a more refined and considered appearance.

Throughout the development process, the challenge was finding a balance between contrasting qualities within the brand. The identity needed to feel luxurious enough to communicate the quality of handmade candles, while still remaining playful, inviting and accessible to customers. The combination of bold typography, illustrative elements and a cohesive colour palette helped establish this balance, creating a visual direction that felt distinctive while remaining flexible enough to be applied across different aspects of the business.

The final outcome is a cohesive brand identity that gives Lucy Lou Candles a stronger and more recognisable visual presence. The combination of playful typography, candle imagery and tonal colour creates a distinctive personality that reflects the handmade nature of the business while introducing a sense of warmth and subtle luxury. As a client-based project, the outcome demonstrates my ability to interpret a client’s goals and translate their desired brand personality into a considered visual identity that can support the growth and r