The brand
The market of scented candles is extremely saturated. Most brands lean towards a vibe that relies either on minimalist sophistication or traditional cottagecore.
lélé distinguishes itself by appearing young and vibrant, with an identity that feels as fresh and distinctive as the fragrances themselves. Inspired by the tropical ingredients and unexpected scent combinations, the visual language of lélé combines playful energy with a deep sense of storytelling. The result is fun, excentric, and makes the product provoke an emotional connection.
The logo
Developed to capture the playful character of the brand, the logo feels contemporary yet tactile. The bold custom wordmark can be used with or without the sticker. The flexible color palette allows the mark to shift with the mood of each scent while keeping the brand instantly recognizable.
The characters
Each candle comes with its own character and color scheme, reflecting the specific personality and intention of the scent, making each immediately identifyable at the store, before even reading the text on the package.
Cumin in hot
A sweet and spicy scent combining cumin, mango and papaya.
Peach Perfect
A sweet scent made of peach, vanilla and lychee.
Easy Goji
A sweet and spicy scent combinig gojiberry, coconut and turmeric.
Thyme To Unwind
A relaxing scent made of thyme, figs and bergamot.
The candles
The Boxes
Just like the the candles, the packaging plays with a wraparound design, with a fun and bold but minimalist use of the space.
I created the entire concept and identity of the brand, including logo, CI and packaging. The brief was to create something that stood out among the competitive market of scented candles, with a fresh and fun aesthetic, representative of the excentric scents.
Client:
Project:
Tools used:
Year:
lélé
Brand Identity
Illustrator, Photoshop, InDesign, Firefly
2025