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Candlefish designed by Fuzzco, United States

Opinion by Richard Baird.

Marbled shopping bags for Charleston scented candle store and workshop Candlefish by Fuzzco

Candlefish is a Charleston, South Carolina, store that stocks a carefully curated collection of scented candles from an assortment of brands including Rewined and Produce, and also plays host to a variety of workshops. The store takes its name from the Eulachon, better known as the Candlefish. After drying, and due to its high oil content, the Candlefish burns much like a candle and is said to have been used to illuminate the dwellings of man and woman as far back as the first century A.D.

Candlefish’s retail space of brick, wood and steel beams, exposed utilities, small spot and larger low-hanging industrial lighting and practical display surfaces that double up as cabinets, secures a current and worn urban utility that offers contrast to the crafted nature of the products.

This space is given shots of bright red throughout, enhanced by panels of white paint, is complemented by vintage lounge chairs, and given character through a brand identity treatment by American design studio Fuzzco. The studio’s illustrative style, approach to print and packaging layers the experience with clear craft cues, a conviviality and a retrospective sensibility based around their naming strategy. The project included logotype, logo and illustration, packaging, signage and bags.

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Rewined designed by Stitch

Packaging for craft candle brand Rewined including custom boxes and cloth bags designed by Stitch

Back in November 2011 Rewined, a soy wax candle range set in a cut wine bottle, launched a new packaging solution created by Charleston-based independent design agency Stitch. I described the project in my original post as neatly resolving the themes of candle and wine craft, vintage and heritage through a diverse but coherent combination of earthy textures, a recycled letter-pressed label, hand stamped stickers, a simple identity solution that draws together origin and local industry through a classic circular crest lock-up with aged and humanist imperfections, alongside a bright ‘wax’ seal token and hand signed detail.

Stitch followed this up in 2012 with a number of other brand assets that shared and expanded on the craft cues and textures of the product with a lovely two-ply, uncoated, unbleached board and a light veneered business card with sticker detail, the brass screws of a catalogue, the deep green of a tape and the grain sack-like qualities of a string-tied canvas bag.

For 2013 Stitch has continued to broaden the Rewined brand experience with custom printed boxes made of unbleached board, cloth bags and match tubes with hand drawn illustrative and typographic detail that convey the recycled, wine bottle origins and crafted nature of the candles. Stitch explain on their website that these additional details serve as a giveaway to loyal customers and make giving and receiving a Rewined candle even more fun.

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Rewined designed by Stitch

Logo for candle in a wine bottle brand Rewined designed by Stitch

Back in November 2011 premium soy wax candle brand Rewined launched a new packaging solution created by Charleston-based independent design agency Stitch. I described the project in my original post as neatly resolving the themes of candle and wine craft, vintage and heritage through a diverse but coherent combination of earthy textures, a recycled letter-pressed label, hand stamped stickers, a simple identity solution that draws together origin and local industry through a classic circular crest lock-up with aged and humanist imperfections, alongside a bright ‘wax’ seal token and hand signed detail.

Stitch have recently published images of a number of other brand assets that share and expand on the craft cues and textures of the product with the addition of a lovely two ply, uncoated, unbleached board and a light veneered business card with sticker detail, the brass screws of the catalogue, the deep green of a tape and the grain sack-like qualities of a string-tied canvas bag.

Continue reading this article