Branding agency Beardwood&Co. had an interesting assignment: a brand refresh for the 50-year-old Yankee Candle that retained its visual appeal, but added modern design touches.

The agency's goal was to enhance the consumer experience with an updated visual identity. Generative AI was utilized to visualize fragrances and moods.

Sarah Williams, co-CEO of Beardwood&Co, told Out to Launch: “The challenge wasn't as simple as balancing contemporary with familiar. We knew we were designing for two audiences: The passionate loyalists who've loved the brand for decades, and younger fragrance lovers who respect the quality and want a more curated aesthetic. Our job was to let that heritage shine through an elevated design language that feels right in today's homes. The new photography style amplifies the sensorial experience and delivers on the fragrance promise for everyone. The iconic jar stays, the beloved fragrances stay, but now this beautiful tension between timeless craft and modern sensibility speaks to multiple generations simultaneously.”

According to Designalytics, 79% of respondents say they prefer the new design over the old one.

The Yankee Candle Company is a wholly owned subsidiary of Newell Brands Inc.