Bringing Warmth, Elegance & Sustainability to the Candle Industry
Luce isn’t just a candle brand, it’s a statement.
Every candle is handcrafted, every ingredient is carefully sourced in Europe, and every design choice is intentional. From the beginning, Luce set out to challenge the idea that sustainability has to be minimal, neutral, or — let’s be honest — a little boring. Instead, it embraces color, texture, and artistry, proving that sustainability and beauty can coexist effortlessly.
Launching in an oversaturated market, Luce needed a brand that was memorable, sophisticated, and scalable. Something that would set the foundation for future product expansion while standing out from the sea of minimalist candle brands.
A Market Full of Repetition
Candles are everywhere. From mass-market brands to luxury labels, the options are endless. But most brands fall into one of two categories. Luce has a distinct product offering — using rapeseed oil instead of paraffin or beeswax, making it safer, cleaner, and more sustainable. Every candle is handcrafted in Belgium, made with locally sourced European ingredients, and packaged with sustainability at the forefront.
The brand needed to communicate all of this while appealing to a broad audience from younger generations looking for a design-forward home essential to older customers valuing timeless quality.
And most importantly? The brand had to be built to last. Not just for one launch, but for years of expansion into seasonal collections, home goods, and custom offerings.
BRAND STRATEGY
BRAND IDENTITY
PACKAGING
DIGITAL & PRINT COLLATERAL
PRINTER LIAISON
SOCIAL MEDIA
A brand that feels like a glow
We wanted the brand identity to mirror the experience of lighting a Luce candle: warm, elegant, inviting, and full of life. The logo & logomark needed to balance sophistication with movement and energy.
The slanted "u" introduced dynamism, avoiding a static or rigid feel.
The subtle arch above the "u" symbolized the soft glow of a candle’s flame — an inviting, warming element that draws people in.
The two legs of the "u" referenced the two wicks found in Luce candles, making the design uniquely ownable.
Beyond the logo, we focused on incorporating a handcrafted touch into the packaging itself. Instead of defaulting to standard digital patterns, we took an organic, artistic approach. We experimented — hand-painting over 70 sheets of paper, testing different textures, colors, and techniques. We layered paint, crayon, and mixed media, capturing a tactile, organic feel. Then, each piece was digitized at ultra-high resolution, preserving every brushstroke. The textures were then transformed into custom digital shapes, creating an endless mix of organic and geometric compositions that could be used on packaging.
This process ensured that every label was unique — no generic patterns, no repetition — just art in its most authentic form.
Balancing Elegance & Vibrancy
We deliberately kept the core brand elements minimal to let the logo and labels shine.
The color palette was carefully selected to reflect both warmth and depth — bold enough to stand out but refined enough to feel timeless. The typography followed the same principle, bringing a quiet confidence that let the handcrafted textures take center stage.
The final system is flexible, allowing Luce to evolve as it introduces:
Seasonal candle collections
Custom candle offerings
Other home goods & scent-based products
It’s a brand built not just for launch, but for the long-term vision.
A brand that feels as good as it looks
Since launching, Luce has:
Successfully positioned itself in the premium sustainable candle market, standing out with its unique textures and branding.
Built a loyal customer base that values both sustainability and artistry.
Created a foundation for future expansion with a visual identity that can adapt to new product lines and seasonal collections.
The brand doesn’t just look beautiful; it feels meaningful. It brings warmth, not just through its candles but also through its commitment to sustainability and design.
Luce proves that sustainability doesn’t have to mean simplicity.
This project was about challenging expectations — showing that a sustainable brand can be bold, vibrant, and expressive without losing its elegance. It was about crafting an identity that feels just as warm and inviting as the products themselves. Most importantly, it was about creating a brand that glows.
