Innovative Retail Packaging & POP Systems for Yankee Candle
Designing premium, cost-efficient packaging and display solutions for seasonal and e-commerce product lines.
For several years, I collaborated with Yankee Candle’s purchasing teams, brand managers, and C-level stakeholders to develop packaging systems, seasonal display concepts, and unboxing experiences that balanced brand storytelling, sustainability, and cost efficiency. My role included concept development, creative direction, graphic design, vendor coordination, structural engineering oversight, and full production management from CAD sketch to
The Holiday Village Gift Set
Illustrated village gift sets designed to double as collectible holiday décor
I led packaging concept, structural direction, and vendor collaboration to develop a seasonal gift set program that achieved a 90% sell-through rate in retail stores.
Selected initial hand-drawn sketch of the candle shop with other details
Unassembled carton demonstrating full-bleed wrap around artwork that accommodates cutouts for product visability
Retail-ready, fully assembled cartons
Deliverables:
- Initial concept sketches exploring a New England village narrative
- Visual studies and mood board for illustration style, architectural details, and holiday motifs
- Assembled carton mockups for internal review and buyer presentation
- Production-ready dielines defining panel layout, folds, glue flaps, and die-cut windows
- Custom, full-bleed illustrations designed to wrap seamlessly across all panels
- Flat carton layouts prepared for print and finishing
- Full-color proofs
Role: Packaging Design Lead • Art Direction • Digital Illustrator • Vendor & Purchasing Liaison
Yankee Candle wanted a premium seasonal gift program that could compete with luxury retail packaging while staying cost-sensitive and production-ready at scale. The core challenge was developing packaging that felt special and high-value, yet efficient to produce and sturdy enough for shipping and in-store display.
Process:
Included concept sketches, dieline engineering, production samples, and cost analysis.
Highlights:
A seasonal collection packaging system that resembles a miniature holiday village when displayed together, encouraging multi-product purchase behavior.
Performance:
- Achieved a 90% sell-through rate (exceptional for seasonal category)
- Cohesive illustration system that wraps around the structure
- Re-ordered based on initial success
My contribution:
- Concept direction and moodboards
- Sketching, visual structure concepts, illustrations and final print-ready artwork
- Print production direction (color checks)
- Meetings with purchasing and vendor representatives
Achieved a 90% sell-through rate.
E-commerce Unboxing Experience
Packaging psychology + sustainability + structural efficiency
I led packaging concept and structural direction for an e-commerce unboxing experience, working closely with vendors to meet brand expectations while navigating cost, protection, and assembly constraints critical to high-volume fulfillment.
Unboxing sequence designed to mirror gifting experience: the invitation, the anticipation and the reveal.
Deliverables:
- Structural concept sketches
- Vendor-provided mockups and production samples for stakeholder review
- Graphics direction, print production oversight
- Presentation deck for buyer and brand teams detailing concept rationale, cost savings
Role: Packaging Design Lead • Art Direction • Vendor & Purchasing Liaison • Account Executive
As Yankee Candle evaluated opportunities to enhance e-commerce packaging and unboxing, the concept was designed to meet both brand and purchasing priorities—streamlined assembly, minimal components, and cost-efficient printing—while still delivering a premium experience.
The ‘Ta-Dah’ e-gift box transforms delivery into a reveal using protective, recyclable corrugated packaging that opens to present a 20 oz candle.
Contraints:
- Cost per unit targets—limited colors on outer carton
- Fragile product requiring protective inserts
- Seasonal visual storytelling without excess materials
Approach:
I approached this like a brand experience problem rather than a box problem:
- Tell the story: an unboxing concept that creates anticipation, reveal, and a story narrative.
- Structure & engineering: worked with CAD engineers to develop outer carton and internal inserts, and print tolerances that protected candle jars while creating a premium feel.
- Cross-functional collaboration: met with brand and purchasing teams, presented concepts to stakeholders, and collaborated directly with printers on substrate, printing, and dielines.
- Cost & production logic: recommended sustainable, single material corrugate and tear-resistant wrap options to avoid cracking on folds and reduce waste.
Structural logic, storytelling, and production working together.
Highlights:
Led the creation of a sustainable, plastic-free unboxing system that balanced brand storytelling, structural efficiency, and high-volume e-commerce requirements.
Benefits:
- Sustainable design using single substrate construction
- No plastic
- Interior copy + brand storytelling
- Invitation, Anticipation, Reveal flow
My contribution:
- Concept direction and moodboards
- Sketching, visual structure concepts
- Design brief for CAD
- Sample production oversight
- Cross-team presentation
Seasonal Modular Floor Display System
Low-cost refresh strategy versus seasonal one-off builds
Developed a modular floor display system designed for seasonal refreshes—allowing graphics and components to be updated without rebuilding the entire structure, significantly reducing tooling costs and waste.
Deliverables:
- Structural concept sketches
- Vendor-provided mockups and production samples for stakeholder review
- Graphics direction, print production oversight
- Presentation deck for buyer and brand teams detailing concept rationale, cost savings, and rollout potential
- Manufacturing feasibility assessment and installation considerations
Role: Packaging Design Lead • Art Direction • Vendor & Purchasing Liaison • Account Executive
Team Collaboration: Brand team directors, purchasing agents, CAD packaging engineers, printers
Process:
- Evaluated temporary display systems and vendor capabilities
- Led concept development and structural direction
- Partnered with CAD designers through prototyping and sampling
- Presented production samples and cost scenarios to brand and purchasing teams
Semi-permanent fixture with swappable CDU units built with metal rack anchor and seasonal graphics panel system making signage updates fast, flexible, and budget-friendly.
Yankee Candle wanted a premium seasonal gift program that could compete with luxury retail packaging while staying cost-sensitive and production-ready at scale. The core challenge was developing packaging that felt special and high-value, yet efficient to produce and sturdy enough for shipping and in-store display.
Highlights:
Reduce seasonal display waste and costs by switching from one-off corrugated displays to a modular fixture with swappable graphic panels.
Benefits
- Reduced long-term display spend
- Seasonal refresh without new structural build
- Consistent brand storytelling across locations
My contribution
- Research display systems
- Conceptual design sketching
- Vendor coordination
- Presentation to brand leadership
Helped reduce long-term display production costs by shifting to a modular approach.