Yankee Candle needed a key visual for their new holiday collection campaign that would help evoke the magic, wonder and anticipation of Christmas morning. The key visual needed to tie in with the collection's "Magical Christmas Morning" label design and be flexible enough to work in both print and digital platforms — from advertising to point-of-sale displays.
We set out to build a complete brand toolkit to support the holiday campaign, shooting a series of holiday flat lay scenes on a bright, cheerful red background. This freeform layout allowed for the flexibility of weaving in additional content like product shots and copy. We incorporated the fonts and gold ribbon from the label artwork into a text lock-up, which could be tailored into a call-to-action with product and lifestyle photography. Gift tags featuring the jar-shaped label art were also featured across campaign materials.