Project Overview

Leyonore was a candle brand focused on creating an elegant, warm, and sensory experience through high-quality products and a carefully considered visual identity. I was commissioned to develop the brand’s graphic design and overall visual direction, with the aim of creating a cohesive and timeless identity that reflected the brand’s values and aesthetic.

Although Leyonore is no longer active today, the project remains an important example of my approach to branding and visual storytelling.

The Challenge

The challenge was to create a brand identity that felt both luxurious and intimate, while remaining modern and approachable. In a competitive candle market, the visual identity needed to communicate craftsmanship, calmness, and attention to detail, while standing out without feeling overstated.

My Role

I was responsible for the graphic design and branding, including:

• Brand identity and visual direction
• Logo design and typography selection
• Color palette development
• Graphic elements and layouts for brand communication
• Visual assets for digital and print use

(Packaging and production design was handled separately and was not part of my scope.)

Design Process

I approached the project by first immersing myself in the target audience, other inspiring brand and desired mood. I drew inspiration from soft light, natural textures, and minimal Scandinavian aesthetics to create a calm and refined visual language.

The design system was built around elegant typography, a muted and harmonious color palette, and generous use of whitespace. Letting the actual candles and sents take the space and the brand just be the supporting factor.

The focus was on creating a timeless identity rather than following short-lived trends, ensuring the brand would feel relevant and considered over time.

The Result

The final visual identity gave Leyonore a clear and recognizable presence that conveyed warmth, elegance, and quality. The branding worked cohesively across digital platforms and brand materials, helping to establish a calm and inviting expression aligned with the brand’s vision.

Logo

The logo was designed to feel refined and timeless, balancing simplicity with character. Its form and proportions were carefully considered to work across both digital and print applications.

   

Primary logo
The primary logo consisted of the brand name Leyonore set in Roc Grotesk Light, paired with a thin black line placed beneath the wordmark. It was designed to be used on a white background, emphasizing clarity, balance, and a refined, minimal expression.

 

 

Secondary logo
The secondary logo was based on the same core structure as the primary logo. Variations were created by applying different colors from the brand’s color selection to the line beneath the wordmark. This allowed for flexibility within the different product lines while maintaining a consistent and recognizable identity.

 

     

 

     

 

Social media usage
Specific logo variations and assets were developed for use on social media platforms. These ensured consistent presentation across digital channels while allowing subtle visual variation through color. Clear resources and guidelines were created to support correct and consistent usage.

 

Colors

Rather than limiting the palette early in the process, we explored a wide range of colors and allowed the identity to evolve naturally. The selection was based on how colors were actually used across different contexts, resulting in an organic palette shaped by function rather than strict rules.

On the web

Black was used as the primary base color, providing contrast, clarity, and a strong foundation for the visual identity.

Ivory was used instead of pure white whenever possible, adding softness and warmth while maintaining a clean and minimal feel.

Typography

Typography played a central role in the identity, reinforcing the brand’s elegant and understated tone through carefully selected typefaces and balanced hierarchy.

Primary typeface
Roc Grotesk Light was used as the primary typeface for the Leyonore logo and for larger typographic elements such as headlines on the website. Its clean and elegant character supported the brand’s refined and understated expression.

Secondary typeface
Roboto was used as a complementary typeface in the weights Regular and Medium. Roboto Medium was primarily used for preambles and introductory text on the website, while Roboto Regular was used for body and longer text sections. This combination ensured readability while maintaining a modern and balanced typographic hierarchy.

Icons

The icon system was not a priority at the time, so instead of creating a own icon library I choose to use an existing one.

Icons were primarily sourced from Google’s Material Design icon set, as their clean and functional style aligned well with the visual tone of the brand.

To maintain consistency across the interface, outlined icons were preferred whenever possible, ensuring a light and cohesive appearance. SVG files were used to achieve optimal scalability and clarity across different screen sizes.

Reflection

This project highlights my belief in thoughtful, understated design and the importance of creating emotional connections through visual identity. Working with Leyonore strengthened my approach to building brands that feel intentional, human, and enduring — even after the brand itself is no longer active.