Calm in a Wick
Caitlin Louise Collection is an Australian-owned candle brand created to bring moments of calm into everyday life. Founded by Amy, a mum, teacher, counsellor, and passionate self-care advocate, the collection was inspired by the need to slow down in the middle of busy routines.
Coming from a career where burnout is common, she saw how difficult it can be to find time to recharge. These candles were designed as a simple solution, creating a sense of warmth, comfort, and stillness in any space. Each piece blends scent, beauty, and intention to help turn small moments into meaningful rituals of care and relaxation.
WHAT THE CLIENT NEEDED
Caitlin Louise Collection needed a visual identity that reflected the heart of the brand, calm, nurturing, and thoughtful, while still feeling modern and eye-catching. The goal was to create a space that would stand out at the Reed Expo in Sydney, drawing attention while conveying warmth and self-care.
It needed to feel feminine without being overly delicate and premium without feeling out of reach. The brand also wanted something memorable that aligned with their story and resonated with busy people looking for small, meaningful ways to unwind. The design had to support packaging, marketing materials, and brand consistency across all touchpoints.
Vibrance in Serenity
We saw an opportunity to create a look and feel that balanced calmness with confidence. The story behind the brand is deeply personal and centred on self-care, so the visuals needed to evoke emotion while remaining bold enough to stand out in a competitive space. The design also had to resonate with busy people seeking small, meaningful moments of relaxation.
We wanted to avoid soft, muted tones that could blend into the background and instead lean into something vibrant and distinctive. A rich purple paired with forest green created a beautiful balance between warmth and grounding energy, while hints of gold added a sense of luxury, intention, and premium appeal.
This direction felt aligned with the brand’s message, comforting, nurturing, and uplifting, yet strong and memorable. The gradient effect allowed for movement and depth, symbolising the shift from busy, overwhelming days into calmer, more centred moments. Overall, the concept focused on creating a brand presence that felt both soothing and striking at the same time.
How We Activated
We brought the concept to life through a vibrant, bold purple transitioning into forest green in a smooth gradient, accented with touches of gold to elevate the overall look. This palette was chosen to represent calm, depth, and a sense of quiet luxury while remaining visually strong and memorable in a busy exhibition environment.
The gradient created a feeling of flow and transition, reflecting the brand’s purpose of helping people move from stress into moments of peace. Gold detailing added a refined finish, subtly highlighting key elements and reinforcing the premium feel of the collection while drawing the eye with intention.
The design was developed to work seamlessly across multiple formats, ensuring consistency from packaging to promotional materials and exhibition displays. Every visual decision was guided by the brand’s story and values, resulting in a cohesive identity that feels warm, nurturing, and confident. The final outcome captures both the emotional essence and the bold presence Caitlin Louise Collection set out to achieve.
