Hyggelight - The Growing Candle

The Growing Candle embodies the Danish concept of Hygge coupled with environmentally-focused production. Using 100% soy wax with plantable labels filled to the brim with wildflower seeds, they encourage us to be empowered by the special moments of everyday life while keeping the planet front of mind.

For initial phase of this project, we wanted a lightly-staged product photo for each candle along with a softly-lit on-white shot. Keeping the brand colors and the mentality of Hygge in mind, I staged the candles in a variety of directional light intensities. The idea was to help the consumer envision the beauty of these candles throughout the course of the day. From bright morning light through tranquil evening, The Growing Candle has a place in your home.

As the project continues, we have added product photos for new items, like the wick trimmers. We focused on a combination of clean product photos so that consumers can see details, and styled photos so they can feel the Hygge core of the brand that is so important.

We also need continuity over multiple sessions, so we are using the same background paper colors as were used in the styled candle photos so the website feels warm and cohesive.

As we continue growing photo assets, we next turned to a stylized how-to session for planting the seed paper labels, as well as a production space session to add to the founder’s story as well as to illustrate that these candles are made by hand, right here in Toledo.

Through a continued partnership, we can build a collection of photo assets for every facet of your brand and story.

The Growing Candle