From Blank to Brand: The Andante Home Label Journey

When we founded Andante Home in 2019, two years before our initial launch in Tianjin, we challenged ourselves to define our unique identity in a saturated candle market. While numerous companies produce exceptional candles, we sought to distinguish ourselves through a carefully crafted approach.

Our journey began with fragrances—our initial focus as a scented candle and soap company. We prioritized creating strong, non-toxic scents that could beautifully fill a space while remaining pleasing to the senses. With our fragrance profile established, we turned our attention to an equally crucial element: the label.

A label is more than just a sticker; it's the billboard of a product. It communicates not just the fragrance, but the craftsmanship, dedication, and story behind the maker.

For us, the label was paramount. In an industry where designs often blur together, creating a distinctive visual identity proved challenging. Many companies approach labeling simplistically—brand name, scent, notes, origin, and weight—but we understood that serious branding requires deeper consideration.

Our design process involved intricate deliberation:

• What font represents our aesthetic?
• Which colors will best showcase our identity?
• What type of label paper complements our vision?
• Do we want to appear bold or minimalist? Charming or understated?

While many candle companies historically emphasized large brand names with minimal fragrance details, we charted a different course. Our goal was to make fragrances the focal point, moving away from generic two-note names and instead crafting unique, narrative-driven titles inspired by personal experiences and shared memories.

Bucking industry trends, we intentionally minimized our brand name on labels. Where others prominently displayed logos, we opted for subtler placements, ensuring the fragrance remained the star.

With Nathan's background in graphic design, label creation became an art form. He recognized opportunities in what others might consider "dead space," strategically incorporating small icons and imagery that enhance and contextualize our fragrance names.

Our labeling philosophy boils down to a simple yet powerful principle: authenticity. There's no universal formula for the perfect candle label, but there is immense value in creating something that genuinely reflects your brand's essence.

Over the years, our labels have evolved—a natural progression mirroring our company's growth. Yet we've remained true to our original vision: small branding, bold fragrance names, and thoughtful imagery that tells a story.