Earth Concepts
Candles with conscience.
Services
Conception
Brand Strategy
Branding
Grant Decks
Copywriting
Art Direction
Brief
At the heart of Earth Concepts, founded by Verdi Villela, is the innovative approach to sustainable living through bespoke ceramics. The brand initially gained acclaim for its unique reusable candle concept, featuring beautifully crafted ceramic vessels designed for longevity and reuse. However, Verdi found it hard to differentiate themselves in a saturated market. They needed an approach to elevate their brand identity, ensuring it resonated with eco-aware consumers and stood out in the competitive market.
Solution
We employed a holistic brand strategy that integrated innovative design elements and eco-friendly packaging to highlight Earth Concepts' commitment to the planet and quality. Highlighting Verdi’s unique approach to sustainability and craftsmanship, we constantly sought ways to blend functionality with environmental consciousness in language, visuals, textures, and business processes. Above all, we emphasized Earth Concepts' reusable methods and plans for future growth to appeal to stakeholders.
Out of the 2 billion candles sold each year, a tiny 8% of their containers are actually recycled. Earth Concepts created reusable ceramic candle vessels and easy-to-swap refills to cut down this waste.
We introduced pioneering plantable packaging. We imagined packaging embedded with wildflower seeds, encouraging customers to plant the packaging after use.
This innovative approach sought to enhance brand recognition and foster a deeper connection with environmentally conscious consumers, positioning Earth Concepts as a leader in sustainable lifestyle products.
Earth Concepts' visuals are understated; its mission loud, and its aesthetic soft. We chose brand imagery that focused on where ingredients were sourced in the world, in order to feel more connected to Earth.
The Earth Concepts logo connects its T and H, mimicking a candle flame to remind consumers that we are connected to the trash we throw away.
We helped Earth Concepts establish a recycling program where customers can return their vessels for free to embody the brand's dedication to sustainability and circular economy principles.
We also implemented designs for a new subscription service for customers, making it easy to switch out scents and offering sustainable alternatives to experiencing new aromas each month.
With an eye toward the future, Earth Concepts aimed to offer a new recycling program that taps into the billions of existing candles worldwide.
The model encourages customers to bring in any used candle vessels effort as part of their vision to offer sustainable production, reduce waste and champion sustainable luxury.
