Big White Yeti
Big White Yeti is a Milwaukee-based home fragrance company focused on handmade soy wax candles. The brand started in a Bayview kitchen in 2012 as an experiment. It has since become something of local icon, known for their top-tier quality and thoughtfully creative fragrance names.
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Candles & Home Fragrance
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Full brand identity plus packaging design
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Fall 2018
The Backstory.
The original identity was born out of necessity - they needed a label asap to start selling, so a cute little stock image got them off the ground. Fast forward to 2018, BWY had outgrown their look. Their company had grown, their product evolved, but their little yeti looked tired.
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Old Yeti
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Old Packaging
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Old Wordmark
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Old Display Art
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Old Packaging
The overall objective in updating the graphic expression of the brand was to move away from a crafty, hand-made aesthetic and establish a more minimalistic graphic approach. This not only pushes the brand into a more contemporary space, it compliments the brand’s quirky and somewhat irreverent personality.
The new brand logo needed to be strong and simple in order to work more efficiently on packaging. The reimagined logo uses symmetry and simplicity to its advantage, and “Eddie” got a facelift to have a more streamlined look.
Because “Eddie The Yeti” is such a focal point to the brand identity, we created a library of graphic elements and cheeky phrases that nod to him, even when he’s not present.
We love the idea of playing off of the illusiveness of yetis. In many cases, where Eddie is not, his belongings are… which in turn gives the sense that he’s always nearby.
The strategy for the packaging update was no different than the rest of the brand identity. Use simple, strong graphic elements to tell a brand story.
