Building a brand that fiercely supports the LGBTQ+ community

Pride Candle Company does much more than make candles. They donate 10% of the proceeds of every candle they sell to an LGBTQ+ cause, and champion the LGBTQ+ community every chance they get. They needed a brand as powerful as their mission, and we were thrilled to take on that challenge. We created brand guidelines and a unique visual identity that would set them apart and help showcase their pride and purpose—ultimately bringing these elements to life on their website, social, packaging and more.

CLIENT

Pride Candle Company

INDUSTRY

Consumer Packaged Goods

SERVICES

Research and stakeholder interviews
Brand blueprint + narrative
Brand workshop
Brand rollout roadmap
Identity
Design systems
Content strategy
User experience
Social media
Website
Integrated campaign
Email marketing

BRAND BOOK

A brand book to guide a new brand

We had the opportunity to work with Pride Candle very early on to create a brand book that would guide their entry into the marketplace. We worked closely with Pride Candle to establish a brand platform that included their mission, vision, positioning, tonality and messaging along with a new visual identity.

MESSAGING STRATEGY

The right message for every candle lover

To ensure Pride Candle was communicating to all of their customers in the appropriate way, we created in-depth audience profiles. This helped us identify their three primary audiences, their unique needs, and how Pride Candle could speak to each audience most effectively.

LGBTQ+ SUPPORTERS

Members of the LGBTQ+ community or allies looking for products with a commitment to their cause.

VALUE-ALIGNED CANDLE LOVERS

Socially-conscious shoppers looking for brands that match their aesthetic and they can feel good about buying.

SAFE-SPACE RETAILERS

Small businesses that put time, effort and money into creating stores that support diversity and inclusion.

IDENTITY

Putting their pride on display

We evolved Pride Candle’s existing brandmark, integrating new colors and typography to create a clean, spirited look and feel.

“Bigmouth took the time to get to know our team and the goals for our business, and they worked closely with us to develop a strategy that was the foundation for all kinds of creative assets – from packaging and logo designs to social media and email marketing.”

TIM O’KEEFE, PRIDE CANDLE COMPANY

INTEGRATED MARKETING

Advertising from every angle

We started by developing a brand roadmap to showcase rollout activities by audience and channel to ensure marketing dollars were efficiently allocated based on strategic goals. We then put PCC’s newly created brand guidelines into practice, developing print, online, video and tradeshow advertising materials.

E-COMMERCE

Refreshing the website

We redesigned Pride Candle’s e-commerce website to create a space to showcase their beautiful product and unique mission and, most importantly, ensure a smooth, seamless shopping experience for their customers.