BPO


Alixx designed by Coast

Logo designed by Coast for handmade scented candles and soap brand Alixx

Alixx is a family owned Belgium brand of handmade, scented candles and soaps. Their new identity and packaging, designed by Brussels based Coast, has a uniquely clinical direction of a perfumery that utilises a very simple and clean packaging and interior aesthetic to emphasise the candle’s organic and crafted qualities.

Packaging and brand identity designed by Coast for handmade scented candles and soap brand Alixx

The consistent line weight, rigid geometric forms and rounded terminals of both the identity and the accompanying typeface have a very minimal and modern sensibility that gives the brand a confident and almost couture quality. Positive and negative space is perfectly balanced with a light and spacious quality that characterises the product’s ability to fill a room with both colour and fragrance. The candle range is packed in simple white boxes with clear lids that allow the exterior packaging to frame and contrast the interior product while the print layouts are kept simple and well restrained. The white colour palette of the packaging extends into a very clinical cosmaceutical looking retail environment with small coloured highlights across the product names (H10, H07 etc) that references scientific abbreviations and the bright colours of the collections.

Packaging and brand identity designed by Coast for handmade scented candles and soap brand Alixx

Packaging and brand identity designed by Coast for handmade scented candles and soap brand Alixx

For me this is quite a remarkable aesthetic for a candle/soap shop that clearly creates a more premium and sophisticated proposition. The implementation of straight lines and forms both in the identity, packaging and retail space is a smart idea that lifts and highlights the individual and imperfect character of each product while drawing on perfume houses and high fashion for inspiration.

Packaging and brand identity designed by Coast for handmade scented candles and soap brand Alixx

Follow BP&O:
RSS
Facebook
Twitter

Logo and interior signage designed by Coast for handmade scented candles and soap brand Alixx

Logo and interior signage designed by Coast for handmade scented candles and soap brand Alixx

If you liked this then you may also like:

Packaging - Rewined  Packaging - Candles of New Zealand  Packaging - The Coal Pot


Support BP&O



Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.