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Candles of course also have relaxing properties and can aid in the support of stress relief. The concepts brand purpose is to help create positive moods in consumers with a range designed to elicit specific emotions using natural scent infusions. ‘Be’ happy, ‘Be’ calm, ‘Be’ restored — the clever use of the brand name to support the brands purpose and individual variant benefits ladders up to create a strong emotional connection with users and as a potent call to action. This is well balanced with the use of more energetic colours on pack for use in navigation and to provide a contemporary and elegant look and feel.

Taking inspiration from the beauty and personal care categories, ‘Be’ concept design raises up one of the most self-effacing products into something consumers can purchase with pride.