Max Benjamin

Max Benjamin is a successful, family run, candle-making studio located in Glencree, Co. Wicklow. After 30 years of organic growth, they decided it was time to pause and relook at their brand identity. Entrusted with evolving the brand, retaining their loyal client base was of paramount importance along with reaching out to a newer audience.

A key objective was to unearth the essence of Max Benjamin and what makes it special. Spending time with the family, it became clear that their scents are inspired by fragrances they encounter through their love of travel and by their breathtaking rural surroundings where the candles are made. Communicating who they are and their commitment to sourcing the finest, natural ingredients was integral to their narrative going forward. With a complex array of products, fragrance combinations and packaging formats, the intent was to establish a design system to work seamlessly across the full range.

A new logotype with customised terminals, reminiscent of a candle flicker and traditional Irish lettering is introduced. Fragrance names are dialled up and colour retained and refined to denote individual scents with a more natural hue. Bringing the story behind each fragrance to the fore was an important consideration to evoke a sense of place, framing the brand’s philosophy – uplifting everyday lives through the power of evocative scent. A stylised motif becomes a signature graphic asset, inspired by the native gorse on their doorstep, sustainably foiled to add a sense of understated luxury.

Working with our photographer, a series of shoots were undertaken, from product imagery to location shots, to a series of hero packaging and lifestyle imagery. Carefully curating backdrops and styling sets, we worked closely with the photographer to maximise natural light for a heightened sense of drama. These images helped convey the Max Benjamin brand story and the inspiration behind the iconic scents.