Bolsius, a 140-year-old Dutch candle company, were looking to reposition their branding following an unprecedented plateau in market share owing to bigger global brands targeting the Netherlands.
The family-owned business began its transformation with a complete redesign of its cornerstone ‘Aromatics’ range. Spotting a gap in the market, it shifted the range from functional, odour-masking aromas to a more emotive ‘mood’ positioning, tapping into more contemporary lifestyle trends.
Taking inspiration from the style of photography typically found in home interiors magazine, the packaging showcased the natural source of the scent – blueberries, for example – in a clean and simple home setting.
This reflected feelings of purity and relaxation whilst also elevating Bolsius from its bigger-brand competitors. In a mere three years following the re-brand, Bolsius has almost doubled its share of the Netherlands food retail market, and boasts the fastest-growing market share across Europe within its industry, with 14 new markets opening up since the launch of the new design.