Literie Candles

The Challenge: Literie was ready for its next chapter. The goal was to reinvigorate the visual identity, bringing sharper NYC storytelling, stronger shelf appeal, and the emotional specificity needed to stand out in an increasingly crowded candle market.

Role: Led the packaging redesign, building out the illustrative visual language within an established brand framework. Developed an illustrative storytelling approach rooted in small, specific moments that feel instantly recognizable.

The Impact: The illustrative vignette approach resonated immediately; tested with "Calling for Mahjong," which remains a bestseller for the brand and went on to define the collection's identity.

Retail Distribution: Nordstrom | Direct-to-Consumer | Select Boutiques Nationwide