Austrian candle brand makes a natural choice for their new packaging

With their business going through a high rate of growth, the founders of an Austrian candle company Looops felt that the brand’s look and feel had reached its limits. A rebranding — including a redesign of the packaging — was the next logical step.

Nine years ago, Markus Niederfriniger and Julia Schliefsteiner launched their brand, Looops, on the Austrian market. Starting on a small budget, the two founders began filling natural fragrances into glass jars in their own garage to create scented candles. Today the brand of handmade products has more than 400 business partners, including prestigious names such as German retailer Manufactum, the prestigious Nature Hotel Forsthofgut, the Monocle Shop in Merano, and the popular Viennese organic store Staudigl.

The challenge — Finding the perfect package to fit the new brand image
The business started small but has since grown into new heights. As production volumes grew, the founders could no longer sustain making the glass containers out of recycled wine bottles themselves. As new types of containers were needed for the candles, rebranding the whole product line became relevant.

As the outer packaging is the first thing the consumer sees, it too had to communicate the quality of the product and its brand values: pure, reduced and authentic – just like the fragrances used in the candles themselves.

“We wanted the new brand design to be more than just a visual impression. We wanted it to reflect Looops’ journey, the experiences we have gained over the years and how they have improved the quality of our products. The packaging as a whole — from the material, to the visuals and the tactile feel — had to illustrate this as well,” explains one of the co-founders Julia Schliefsteiner.
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