problem

Glade's 4oz candle in europe had not been changed in 10 years.  Partly due to a very selective customer base.  A new design was needed to increase sales and block competitors from eroding market share  The candle design has numerous technical requirements to burn all wax, be able to re-light and maintain safe temperatures inside and out.

process

A two pronged approach was taken.  A design and a technical approach.  In home context research was done to understand the UK Glade consumer and their candle needs and desires. Concepts were sketched and prototyped which were then used to discuss with consumers.  Additionally, european manufacturers were involved up front to assure success.

solution

Though several contemporary and modern designs were developed, the consumer responded to a more traditional design with a thicker base creating a luxurious perception by heavy light refraction.