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Case study · Nora Wellbeing
Nora came to us with a logo they never loved. We built everything else from a blank page: the mark, the colours, the candle labels and an online store that sells from the first screen.
The brief
Danny came to us with a logo they had never really loved and nothing else around it: no colours, no type, no packaging, no website.
The ask was simple and ambitious at once. Start again from scratch and build a complete brand that feels as calm and premium as the products inside the jar.
Before and after
Drag to compare the original label with the new one.
A heavy sans-serif inside a filled circle reads more like a seal or a price sticker than a wellbeing brand. It told no story about scent, nature or calm.
No colours, type or rules meant nothing to carry onto labels, a website or social.
A light, airy label with room to breathe moves Nora from a candle company to a ritual brand, which is what lets it sit at a premium price.
The mark
The moment a scent leaves the candle and drifts into the room. That's the idea the whole mark is built on.
A stylised botanical coil and a rising flame: a candle, a plant and a wisp of scent at once. It tells the product story without needing words.
Fine, flowing strokes feel hand-crafted and gentle, with depth up close and a sense of movement, like vapour rising.
NORA is set in a high-contrast serif with generous spacing, the language of premium fragrance houses. WELLBEING sits beneath in a light, spaced sans between fine rules.
The icon stands on its own at favicon and social sizes, so the brand stays recognisable from a browser tab to a candle label.
Colour
Every Nora candle shares the same glass, label and silhouette. That's what makes a range feel premium, but it makes Tranquil hard to tell from Uplift. So every scent got its own mood colour, with a deep tone and a light tint.
#3D2422Logo and headings#C4973AFine detail that signals quality#F9F5F0Room to breathe#6B1A1AFooter and packaging#2C3E50 / #B8D4E8Calm, grounding#1B4332 / #B7E4C7Strengthen, protect#7D4E1A / #FFE0A3Energy, happiness#4A2545 / #E8C8E8Release, unwind#1A4040 / #A8D8D8Restore, recoverBrand guidelines
Playfair Display for headings brings elegance and heritage; Montserrat Light keeps body copy clean and unhurried. Both are free Google Fonts, so the brand stays consistent across web, print and packaging with no licence costs.
Try it
The store's homepage asks a question instead of showing a grid. Pick a mood and the whole scene changes with it, just as it does on the live site.
The online store
The store's main job is to sell candles, with room to grow into a wider wellbeing range. Every decision serves one of two goals: let people buy the moment they land, and let them feel the brand while they do it.
The hero carries Buy Now and Shop All Products above the fold, plus a featured product card with its price and Add to Basket.
Why it worksEvery extra step between wanting something and the basket loses people, so the shortest path sits right where the eye lands.
“What do you need today?” is answered with three mood buttons: Tranquil, Uplift and Immune.
Why it worksPeople rarely shop for a scent by its ingredients. They shop for how they want to feel, so framing the choice around a need turns browsing into a quick, personal decision.
The scene, headline, copy and featured product all change with the mood you pick.
Why it worksThe backgrounds show what each candle is meant to do without saying it, which builds desire and helps people pick the right product for themselves.
The hero backgrounds are gently animated, with drifting clouds and floating petals.
Why it worksSubtle motion holds attention and signals quality, and makes the brand feel like a place rather than a page, while staying slow enough to keep the calm.
On the product page the candle sits in its mood scene, tagged Uplift World.
Why it worksIt keeps the story consistent from the homepage to the basket, so the customer never loses the feeling that drew them in.
Scent notes, Best for, burn time (40+ hours) and size (140g) each get an icon and a short line.
Why it worksThese are the four questions that decide a candle purchase. Clear answers next to Add to Basket remove hesitation.
Each product page explains how to use the candle as a ritual, in simple numbered steps.
Why it worksIt adds value beyond the object, supports a premium price and positions Nora as wellbeing, not just home fragrance.
“Pair it with: complete your ritual” suggests the other scents with a one-tap Add, above vegan, hand-poured and made-in-the-UK reassurances.
Why it worksSuggesting a pairing as part of a routine raises order value without feeling like an upsell, and trust signals near the decision reduce doubt.
On mobile the navigation moves to a bottom bar (Shop, Search, Account, Basket) and the hero stacks into big, tappable buttons.
Why it worksMost shoppers browse on their phones. Keeping the key actions within thumb reach makes buying easy one-handed.
Coming-soon cards for bath salts and a Nora Circle email sign-up are built in from day one.
Why it worksThey create anticipation for the next launch and build an audience the brand owns.
I came with a logo I didn’t love and left with a brand I’m genuinely proud of. They understood exactly how Nora should feel, from the label on every candle to the moment someone lands on the website. It feels calm, premium and completely ours.
Reality has limits. We don't.
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