Although their product is a candle, what they are really selling is fragrance and mood. It presents a compelling problem: how to suggest scent with a digital process that cannot directly communicate it? They use color and association with natural elements that have a scent. I suggested motion and sound to create a mood, and this brief abstract animation with an ambient Lo-Fi soundtrack was the result. I targeted their Balsam &Cedar family of candles, but this could expand as a series for Sage & Citrus and their other product families.

Yankee Candle is also looking to grow their demographic to include more Millennials and Gen Z. I suggested a physical QR code printed on the back of their candle jars that would link to a curated Spotify playlist amplifying the mood of each candle fragrance. This opens the opportunity for community engagement on social media to participate in the playlist selection.