ADITI CANDLES
Role: Brand Designer
Year: 2020–2021
CREDITS
Art Direction: Shrishti Selvam
Team: Shrishti Selvam, Anagha Narayanan
Product Photography: Kiera Johnson
PROJECT
Branding and packaging for ADITI Candles based in New Jersey. The candles are handcrafted mindfully, paying close attention to fine details which are often overlooked. Born in Madras, Aditi draws inspiration from the vibrant scents of the subcontinent.
The central unit of the brand communications is the reflection of a craftswoman that represents the two sides of the craft — skill and labour. The Sun, which symbolizes growth, energy and purity are represented through unique visual forms for each fragrance in the collection. The bespoke logotype includes Latin and Tamil letters that draw inspiration from traditional Indian lamps vilakku (விளக்கு) and pay homage to ADITI’s roots. In addition, we drew a simplified version to be used for smaller sizes.
All the elements that tie the identity of ADITI together are derived from the concept of light — both outside and within.