• LAGUNA CANDLES •
Laguna Candles is a luxury candle brand with over 22 years of expertise creating clean, sustainable candles with exceptional quality. Guided by a philosophy of living with intention, they aim to inspire people to rest into small moments of presence and truly feel the beauty that dwells within them.
BRAND IDENTITY
PACKAGING DESIGN
Behind the Brand
After 20 years in business, Laguna Candles came to Crafted Wild seeking a fresh new identity and packaging that would celebrate their legacy, boost their luxury positioning, and convey their candle purity.
Their key differentiators included two decades of mastery in the art of candle making, deep roots in the iconic destination of Laguna Beach, California, and a commitment to clean, high-quality ingredients for a truly pure burning experience.
Our goal was to craft a brand identity that felt elegant and sophisticated, yet joyful and approachable - a true reflection of their family-run roots and the joy they aim to spread in the world. The packaging needed to feel undeniably luxurious and reflect the exceptional quality of their candles.
• THE CREATIVE APPROACH •
We crafted an identity that felt warm, classic, and gently nostalgic, with a subtle vintage essence that nods to Laguna Candles’ heritage. This mood was brought to life through timeless typography and vintage-style film photography of people having joyful moments at the beach.
For the logo, we paired a flowing script ‘L’ with a delicate serif typeface to evoke elegance and tradition. To balance this, we chose a more structured, bold typeface for the sublines, adding a touch of masculine energy to avoid the identity feeling overly delicate or prim.
We also designed an oval monogram featuring the L + C. This signature mark was used across packaging, merchandise, and website.
The packaging features a minimal front, offsetting the brand’s signature pattern on the sides - a tribute to the natural beauty of Laguna Beach with palm trees, birds, shells and flowers.
On the back, we included a message about the brand’s ethos of intentional living to deepen connection and elevate the product experience, alongside clean ingredient and ethical claims to communicate candle purity.
The signature pattern was also used to create pieces for the Laguna Boutique - a collection of everyday items such as journals, greetings cards and cosmetic pouches.
