Luxury Western Branding for a Candle Company
Let me start by saying this: I would not recommend spending a ton on branding for a new business… unless you’re selling a product.
Because with physical products, especially something like candles, your packaging is your first impression. It’s what catches someone’s eye on the shelf, on social media, or in a gift box. Before anyone smells the scent or lights the wick, they’ve already made a judgment based on the label.
That’s why branding matters.
And that’s exactly why Panhandle Candle Co. came to me.
Primary Logo + Submark
Custom Illustrations
Typography System
Curated Textures & Imagery
Simple Brand Guidelines
Services
This Texas-based founder was just getting started with her western-inspired, hand-poured candle line and wanted branding that felt intentional—something rooted in luxury, warmth, and a distinctly western style that didn’t feel kitschy or overly rustic. She already had a clear vision for the product and the lifestyle it spoke to. Now it just needed the visuals to match.
We started with the horse. It was her one non-negotiable—she wanted a horse in the logo, but not just any horse. I started sketching ideas with movement, something wild and untamed. Think: freedom, dust, wind, soundtrack-from-the-movie-Spirit. We landed on one that felt just right, then moved into typography.
The challenge with the type was to hit the sweet spot between vintage western and modern luxury. I combined bold, serif fonts with a typewriter-inspired secondary font to nod to old telegrams, postcards, and handwritten letters—elements that speak to the storytelling behind the brand.
From there, I built out the color palette—neutral and grounded, with a few seasonal tones to rotate in—and sourced photography that felt rugged and cinematic. To keep things visually rich (without relying heavily on color), I added textures that layered beautifully over photos and packaging.
Then came the brand extensions: sticker seals, alternate logo lockups, illustrated brand marks, and mockups of packaging that brought everything to life. The result is a brand that feels just as special and story-driven as the candles themselves.
Would you buy a candle like this just by looking at the packaging?
