BALANCE CRITERIA

Glade’s small jar candle under-delivers on what consumers have come to expect from specialty candles. Glade has an opportunity to evolve it’s candles, the brands most emotionally charged form, to deliver the newly defined brand mission: Spark Moments Of Joy in Everyday Life.

How might Glade enter into the growing premium candle segment and define a new form language that brings the brand mission to life?

Identified key knowledge gaps and partnered with design research to develop a focused testing plan. Developed user-led design principles, facilitated identifying technical requirements for production with manufacturing, and balanced business criteria to meet brand fit and financial requirements.

The candle jar became the focal point of a new “Feel Glade” campaign, captured incremental shelf space, and laid the groundwork for future Visual Brand Language work.