In a challenging pandemic year, four friends decided to start producing natural scented candles made from soy wax. For their new brand, we created a story, a new name and slogan, a visual identity, but also the product design of the candle itself.

Client’s vision was to create a beautiful, elegant and sustainable collection for the home. One that is not harmful to our health or to the environment. Unlike large manufacturers who use paraffin and synthetic fragrances, these candles are made with soy wax, a non-toxic cotton wick, natural essential oils and packaged in handmade terracotta pots. 

Our insight was that the scent of nature is felt by all the senses. This is the backbone of the new brand story.

“We believe the scent of nature awakens all the senses, giving our inner-self a new level of energy. We go from feeling drab to a colorful experience, shaded in hues of blue, yellow, red, green or white. From the city bustle we dive into meadows, lakes, seas, rivers,  the feeling of mountain peaks, and forests. From smog we enter into the scent of the clear sunny afternoon, first snow, energetic wave, mountain wind and the forest. We enter into a velvety comfortable hug or pure white cotton.

Candles immerse us into a world of beauty, relaxation and happiness. We immerse ourselves into the scent of the last wave before leaving the seaside, a walk in the woods through Gorski kotar or in the scent of spring rain in Lika. Immerse yourself with us into a world of nature, a place that is felt by your whole being, beyond your sense of smell. With nature we feel at home.”

Based on the brand strategy, we also created the brand name – URONI (meaning “to dive in” in Croatian) – which invites the consumers to immerse themselves i a sense of relaxation, in the smell of the forest, the energetic wave, pure white cotton. The slogan of the brand “Scent You Can Feel” communicates that this fragrance is felt by your whole being. 

The name of each candle is inspired by its ingredients and the feeling it awakens in us. Atop the Mountain Top fills us with fragrant scents of Lika’s pure mountain air, of pine and sage. Lost in the Woods candle immerses us into the peace of an early morning walk through the mystical forests of Gorski Kotar. Riding the Wave evokes memories of summer with the notes of lemon and melon.

Art director Maja Bagić Barić created an elegant, minimalist logo inspired by the rounded wax shapes and elongated letters that look as if they’ve been “immersed”. Illustrated symbols and pastel colors are related to the scents and names of candles and inspired by elements from pristine Croatian nature that awaken all our senses.

The unique product design was created by the art director Goga Golik, who found inspiration in the letter “U” for the shape of the terracotta pot. In order to symbolically represent the experience of immersing into the scent of each candle, each pot receives a recessed groove created by immersing another pot into it. The product design is sustainable and can be reused again as a decorative flower pot. 

Brand Strategy & Creative Director: Anja Bauer
Senior Brand Consultant: Petra Despot Domljanović
Naming Consultant: Anja Bauer
Copywriter: Anja Bauer
Senior Brand Implementor: Jelena Mezga
Art Director, Designer: Maja Bagić Barić
Product designer: Goga Golik
Photographer: Marija Laća