Chancellor Candles
Project Type
Brand Identity
Packaging Design
Services
Art Direction
Naming
Brand Conceptualization
Packaging Design
Project Overview
A candle that sells a feeling, not a scent.
Chancellor is a luxury candle brand made from high-quality soy wax and non-toxic ingredients, built around an idea most candle brands skip past: giving yourself permission to pause.
I led the full creative direction, shaping the concept, packaging, photography, and digital presence into one consistent read on what the brand is actually selling.
[01] The Challenge
Luxury candles compete almost entirely on scent and packaging quality, which makes it easy to look premium and still feel generic. Chancellor needed to justify a higher price point on more than materials alone, and do it without leaning on the usual luxury shorthand, gold foil, minimalist boxes, vague "indulgence" language, that every high-end candle brand already uses. The bigger challenge was making self-care read as intentional rather than indulgent, so the brand needed a reason to exist beyond "nice candle”.
[02] The Response
I positioned the candle as a personal ritual rather than a decorative object, a dedicated pause you choose for yourself, not something you buy to fill a shelf. That idea shaped packaging with quiet, embossed luxury cues instead of loud ones, and photography built around slow, lived-in moments, a hand striking a match, candles catching afternoon light, instead of sterile product shots. A scent naming and numbering system (Orchid & Sandalwood No. 43, Salt & Burned Sage No. 12) reinforced the sense of an evolving collection rather than a single product drop.
