The Growing Candle by Hyggelight
The Growing Candle by Hyggelight
Sustainable Packaging & Brand System
The Growing Candle by Hyggelight is a clean fragrance candle designed with sustainability at its core. Each candle features a plantable seed paper label—allowing customers to grow wildflowers once the candle is finished, transforming the product into a lasting experience rather than waste.
Over a five-year collaboration, this project evolved into a comprehensive brand and packaging system spanning retail, e-commerce, and custom product lines.
Project Overview
Hyggelight came in with an existing handmade logo and floral laurel mark, but needed a more cohesive and scalable brand system.
The goal was to refine and expand the brand—introducing a consistent color palette, typography, and packaging system that maintained its handmade, authentic, small startup feel while elevating it for national retail.
The work focused heavily on product and packaging design, ensuring every touchpoint—from candle containers to shipping boxes—felt intentional, sustainable, and aligned with the brand’s mission.
Design Approach:
The visual direction blends softness and authenticity with a slightly gritty, handmade feel—balancing pastel tones with organic textures and illustrative elements.
Packaging was designed to feel both giftable and grounded in sustainability:
Retail Box: Features subtle patterning, custom icons, and bright floral illustrations that reflect the plantable seed paper concept.
E-commerce Box: A mint green base paired with floral linework and iconography, creating a recognizable and cohesive unboxing experience.
For retail expansions, custom candle containers were developed:
REI Collection:
A camping-inspired illustrated pattern with hidden elements (tent, kayak, lantern, campfire, compass, and more)
A topographic linework design for a more minimal, outdoors-focused aesthetic
Most recently, a new product line introduced a wraparound label that doubles as a bookmark—designed to be kept rather than discarded. This series features four whimsical, cozy illustrations centered around reading and quiet moments, reinforcing the brand’s connection to comfort and sustainability.
services:
Color palette and typography system
Retail packaging design (The Growing Candle box)
E-commerce shipping box design
Product label design (including new wraparound + bookmark concept)
Ongoing print collateral, ads, and digital assets
Illustration systems
Custom candle container designs
Custom seamless surface patterns
Results / Impact
The evolving brand and packaging system has:
Expanded into major retailers including Whole Foods Market, REI, and Amazon
Created a recognizable and cohesive product line across retail and e-commerce
Elevated the brand while maintaining its handmade, small-business feel
Introduced innovative, low-waste packaging concepts (seed paper + reusable labels)
Strengthened customer connection through illustration and storytelling
“Kallie Goetz is, quite simply, a creative powerhouse. Over our five-year partnership, she has been the driving force behind several successful packaging overhauls, always bringing a fresh and elevated perspective to the table. It is incredibly refreshing to work with a designer whose first drafts are often our final versions—her intuition for brand identity is that sharp. If you want fantastic deliverables and a streamlined creative process, Kallie is the person to call.”
Building a product-based brand with sustainability in mind?
I design packaging and brand systems that balance storytelling, functionality, and shelf appeal—helping your product stand out while aligning with your values.