Dear Candle Co

Branding Design & Online Presence Project

Dear Candle Co. is a Singapore-based lifestyle brand specialising in hand-poured soy candles formulated to be pet-safe, catering to modern households that prioritise both wellness and design. This project focused on developing a refined brand identity that reflects a minimalist aesthetic while communicating safety, quality, and everyday luxury.

My role as Creative Director

• Led the end-to-end creative direction of the brand, shaping a cohesive visual identity across packaging, logo design, showroom experience and all customer-facing touchpoints
• Translated brand vision into clear creative frameworks, ensuring consistency across product design, e-commerce, social media and marketing campaigns
• Conceptualised and directed product and lifestyle photoshoots, collaborating with photographers and stylists to deliver elevated, on-brand visual content
• Developed and executed content-first campaigns across social and paid channels, aligning storytelling with brand positioning and audience engagement goals
• Oversaw showroom visual merchandising and spatial design, creating an immersive and cohesive brand experience in-store
• Partnered with marketing and production teams to maintain creative integrity from concept through to execution across all platforms
• Identified trends and opportunities within the lifestyle space to continuously evolve the brand’s visual direction and content strategy

Key achievements:

Launched and scaled the brand during the pandemic, pivoting to a digital-first strategy and content-led campaigns that drove rapid online growth, resulting in a 3x increase in sales and establishing a strong social media presence within the home and lifestyle market.

Project timeline April 2020 to Jan 2024.