Range redesign for iconic retailer, Heal’s. Elevating appeal and perceived value, without increasing production budgets.
Read More

Aloof were appointed by Heal's to redesign their range of scented candles as part of the 'Heal's Discovers' initiative — an annual collection that brings together the work of talented furniture and homeware designers.

In a departure from the previous monotone black and white packaging, we introduced bold colours to convey the candles are scented, and to differentiate one fragrance type from another.

Inspired by the floral notes, we designed a base that splays open when the lid is removed, presenting the candle whilst suggesting a blossoming flower. Die-cut from a single sheet of paper and folded into shape, the pleated design offers added protection to the contents.

Aloof elevated the appeal and perceived value of the candle range, without increasing the existing production budget. Following this success, the design was implemented across other Heal's homeware products.

Heal's — Packaging