Case Study: Yankee Candle achieves renewed brand relevance with The Behaviours Agency

Yankee Candle revitalises its brand across EMEA and APAC with The Behaviours Agency

Yankee Candle, the global leader in premium fragrance, faced a challenge with its iconic brand becoming forgettable and lacking relevance to modern consumers. To rapidly reclaim its market position, Yankee Candle utilized The Behaviours Agency's Brand Renovation program, which focused on revitalizing the brand's core identity through strategy, branding, tone of voice, and creative direction.

The Behaviours Agency created a new brand platform centered on the insight that consumers use fragrance to conjure specific moments. The creative solution included distinctive macro photography and a new jar silhouette as a versatile graphic asset, all supported by a flexible design system and toolkit. This resulted in increased market distinction with an uncopyable asset, ensured brand consistency across EMEA and APAC markets, and strengthened the brand's relevance and value perception among diverse consumer segments.

Yankee Candle