How do you launch an entirely new product while staying true to your brand? When P.F. Candle Co. launched the Alchemy Line, it was developed with entirely different packaging and labels, and was intended for use to enhance the user’s mood while they burned it, vs. being inspired by cities and places like their existing line. In order to maintain consistent branding while giving this line it’s own identity, we worked with the team to develop a story around the line and how to best use it in your day-to-day routines – giving each scent a place and time to burn it, and really honing in on the intention behind burning each scent.

Ahead of the launch, we determined that an additional customer demo would be a wellness interest audience, and we geared our press, influencer and ads strategy around this finding.