The home fragrance icon has teamed up with New York agency Beardwood&Co. to reimagine its brand identity, bringing a contemporary edge to a much-loved classic.
Yankee Candle, one of the most recognisable names in home fragrance, has revealed a bold new chapter in its story with a strategic design refresh created in partnership with New York branding agency Beardwood&Co. The update aims to honour more than 50 years of heritage while appealing to a new generation of fragrance enthusiasts who increasingly want more from the brands they bring into their homes.
For decades, Yankee Candle has been synonymous with cosy interiors and comforting scents. Its apothecary jar silhouette is instantly recognisable, sitting proudly on coffee tables and shelves across the globe. Recently, however, consumers have become increasingly design-conscious and, in turn, are seeking products that complement their aesthetic.
In response, the brand set out to modernise its look without alienating the loyalists who have carried it through half a century of success. That challenge fell to Beardwood&Co., who worked closely with Yankee Candle’s internal Brand, Design and Consumer Insights teams to shape the new identity.
The primary objectives were to attract new customers, increase relevance, and keep existing customers engaged. Data and consumer research played a big role in the process, leading to the teams identifying what they called the brand’s “modern muse”. This refers to someone passionate about fragrance, who craves immersive scent experiences, and values design that elevates their living space.
Beardwood&Co. and Yankee Candle also devised a set of principles to guide the refresh. The new identity had to champion what the agency describes as “sensorial fragrance-first expertise”, ensuring each product delivers an experience that feels as good as it smells.
Visual storytelling became another cornerstone, with imagery that now works harder to evoke abundance and joy, making the connection between fragrance names and product presentation feel more effortless. Finally, since these are products that people want on display, not hidden in cupboards, the design had to step up to the challenge.
According to Sarah Williams, co-CEO of Beardwood&Co., working on such an iconic brand came with its own sense of responsibility. She says: “It was such a joy collaborating with the Yankee Candle team and getting to be such an integral part in evolving the brand’s story.
“Yankee Candle means so much to so many people. Not only have they been an icon in home fragrance, but they have also been a part of many homes around the world. Elevating fragrance to be more sensorial and immersive rings true to diehard Yankee Candle fans but will also inspire a whole new generation to fall in love with the brand.”
One of the most important facts of this project is that the refresh wasn’t about tearing everything up and starting again. The design team chose to preserve key elements, such as the Yankee Candle logo and the much-loved jar silhouette, reinforcing familiarity while building on what makes the brand distinctive. These familiar anchors sit alongside refined visuals, layered textures and updated storytelling, creating a design language that feels both timeless and contemporary.
Interestingly, the process also adopted new tools. Generative AI was used in the early stages to prototype mood boards and explore fragrance visualisations, speeding up alignment on creative directions. Those ideas were later brought to life by designers and photographers through custom imagery, combining tech-enabled efficiency with human craft.
Aaron Swart, SVP and general manager of Home Fragrance at Newell Brands, says the refresh marks a pivotal moment for the company. “Yankee Candle has long held a meaningful place in the lives of fragrance lovers, with a legacy that spans generations,” he explains.
“This design refresh reflects a seamless collaboration between the Yankee Candle team and Beardwood&Co., rooted in a shared vision to honour our heritage while evolving the brand to meet the expectations of today’s consumers.
“We’re proud to reintroduce Yankee Candle with elevated design and renewed purpose, positioning the brand for continued growth and relevance with loyal fans and new audiences.”
The new iteration of the brand ultimately feels warmer, fresher and more in tune with modern lifestyles. Still, it doesn’t lose sight of the emotional connection that has always been at the heart of Yankee Candle’s appeal.
As homes continue to double as sanctuaries, workspaces and social hubs, the appetite for design-led, sensorial products shows no signs of slowing. This refresh positions Yankee Candle to meet that demand, blending heritage with innovation in a way that feels authentic.
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