Project Brief
Luxe Socialite

Luxe Socialite is a millennial-focused luxury candle brand built around natural ingredients and romantic scents. The brand combines bohemian sophistication with organic, earthy elegance - creating an indulgent sensory experience for modern consumers who value quality, romance, and sustainability.

Strategic Rationale

This brand system positions Luxe Socialite as an accessible luxury candle brand for millennial consumers seeking romantic, natural home fragrance experiences without corporate stiffness.


The market gap: The candle industry defaults to either mass-market synthetic products or overly formal luxury brands. Luxe Socialite creates a different option by combining:


  • Bohemian luxury – Free-spirited yet sophisticated

  • Natural authenticity – Organic ingredients and sustainable practices

  • Romantic storytelling – Old-world charm and sensory indulgence

  • Cultural richness – Northern California eco-consciousness meets New Orleans soul


Why comprehensive systems matter: The full brand identity ensures visual and tonal consistency across all touchpoints - from product packaging to social media - while feeling approachable, warm, and artisanal. The design system supports small-batch production aesthetics while maintaining the polish needed for premium positioning.

Tools & Approach

Brand Strategy Millennial luxury positioning with romantic, bohemian archetype. Natural/organic product differentiation through storytelling - scent names, packaging, and emphasis on sensory experience and artisanal craftsmanship.

Visual Identity

  • Deep burgundy (#734D57) and teal (#023A40) as foundation colors conveying romance and sophistication

  • Dark wine (#40131F) for intensity

  • Golden tan (#BFA678) and dusty rose (#D9B0BB) as warm accents

  • Baskerville Old Face typography for classic elegance

  • Handletters Script for romantic, personal touch

Design Elements Vintage-inspired patterns and textures, nature-inspired iconography, layered design aesthetic combining old-world romance with modern bohemian style, rich photography featuring warm lighting and natural materials.

Packaging Design Label designs for candle vessels featuring brand marks, romantic product names (e.g., "Essence of Vanilla Latte"), sophisticated color palette application, artisanal presentation elements.

Complete Brand Identity System

Logo Suite Multiple brand mark variations including "LUXE" standalone, "Luxe Socialite" full lockup, trademark variations for different applications and colorways.

Color System 5-color palette with burgundy and teal as primaries (rich, romantic, grounded), wine as dramatic accent, golden tan and dusty rose as warm supporting colors creating approachable luxury.

Typography

  • Baskerville Old Face Regular for timeless elegance and classic luxury positioning

  • Handletters Script for romantic, artisanal, personal touch on packaging and marketing materials

Icon System Nature-inspired iconography, decorative elements for packaging and social media, patterns and textures evoking organic materials and vintage aesthetics.

Brand Vocabulary Romantic, sensory-focused language emphasizing natural ingredients, artisanal craftsmanship, indulgent experiences, and timeless elegance.

Content Marketing System

Product Photography Warm, romantic lighting showcasing candles in lifestyle settings, emphasis on natural textures and materials, styling that evokes bohemian luxury and cozy indulgence.

Social Media Graphics Instagram-focused content featuring product shots, behind-the-scenes artisanal production, scent descriptions with evocative imagery, lifestyle content showing candles in beautifully styled spaces.

Packaging Templates Label designs for various candle sizes, gift packaging systems, hang tags and product information cards, wholesale and retail presentation materials.

Brand Storytelling Content highlighting natural ingredients, scent inspiration stories, the romantic vision behind each fragrance, sustainable and organic production practices.

Deliverables Summary

  • Complete logo suite with multiple lockups and colorways

  • Brand color palette (#734D57, #023A40, #40131F, #BFA678, #D9B0BB)

  • Typography system (Baskerville Old Face, Handletters Script)

  • Patterns, textures, and decorative elements for brand applications

  • Candle label designs and packaging templates

  • Social media visual guidelines and templates

  • Brand mood board and design direction documentation

  • Product photography styling guidelines

  • Brand vocabulary and messaging framework

  • E-commerce and marketing material templates