“How does a brand that hasn’t changed in 40 years go from then to now in just a few months?”

Put fuel on the fire. Candle Lamp is an industry leader in the food service sector, providing solid and liquid fuel, chafing products, flameless candles, and tabletop lighting for catering, hospitality, and retail. While their business is progressive, their brand was not. They needed a spark, a connection to their market, to let them know they were busy innovating their position and their products.

Fuel Your Imagination

The Candle Lamp business was growing, but the brand was not connecting with customers, and needed an update for a launch into retail. Their customer service was viewed by customers as second-to-none, but their visual expression and way of communicating didn’t transcend the power of their people. They needed to create interest in the new products and in the innovation that was stirring at Candle Lamp. They were relevant. They just didn’t look it.
The brand was tired, old, and barely legible—it needed life. Fire. And so we brought it.

Hottest Brand in Town

By looking at the business from the perspective of who Candle Lamp really was, what a world class brand should look like in this category, and taking the new foundational truths of the brand, we were able to help executive leadership redefine the positioning to incorporate the value of the people, and the innovative spirit that was at work. Through the new brand strategy, and the development and deployment of an integrated brand identity system (see Brand Standards, B.) throughout their business, including a new product naming convention and architecture, product packaging (see Product Packaging, A.) and color system, vehicle livery (see Vehicle Livery, C.), and campus signage, Candle Lamp re-emerged like a phoenix, and has dominated sales and show presence ever since.