Nestled in the artistic and eco-conscious city of Austin, Tovena began as a fusion of environmental passion and a love for cozy, ambient lighting. The brand was born out of a desire to create candles that do more than just light up a room – they tell a story of sustainability, artistry, and wellness.
Tovena’s strategy focuses on combining luxury with sustainability, appealing to a demographic that values both exceptional quality and the environment. So we wanted to develop branding for Tovena a harmonious blend of bold artistic expression and luxury.
Brand Identity
Packaging design
Homewares & Goods
During the brand strategy & research, we found out the key brand attributes to focus on were:
-artistic
-cozy
-luxury
I incorporated natural, earthy tones and bold, artistic designs to really embrace that Texan vibe and create a soulful feel to the designs!
I knew we had to have eco-conscious materials for packaging. A nature-inspired palette can give such a warm, grounded, and authentic feel to designs and can often evoke feelings of peace and connection.
Moving away from the standard natural, muted tones that we see in many candle brands, I wanted Tovena’s color palette to be inspired by the rich and diverse colors found in Texan art and nature. For the logo, I used a bold vintage-inspired font and customised it to feature unexpected curves and edges, providing a contemporary yet cozy feel. Hand drawn illustrations, drawn with marker and rough edges were also added to their identity so they would stand out.
Instead of the typical elegant, minimalist approach, we adopted a bold, artistic packaging style – by including vibrant, abstract art inspired by Texan landscapes and culture. This approach is strikingly different from the common muted tones and simple designs seen in the eco-luxury market.
To truly stand out, we created illustrations that depicts the different landscapes and culture of Texas. These illustrations became the brand’s patterns that we used throughout their packaging and marketing material.
We’re an independent Branding & design studio based in Toronto, Canada, serving worldwide: Logos, identity systems, web design and illustrations for e-commerce, lifestyle brands.
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