Normalising Rest with From Phoenix Candle Company

From Phoenix is a candles and wellness brand for stressed-out self-starters who need a hand with mindfulness.

The brand is inspired by the Majestic Egyptian Phoenix, known for burning itself on a funeral pyre and rising from the ashes with renewed youth to live through another cycle. Much like this eastern desert bird, we believe in being intentional about life's seasons and cycles and carving out time to slow down, light a candle and rise again.

The brand exists for a broad spectrum of people across cultures, ethnicities, and skin colours: but people of colour are our north star. For many in the Black community, it can be incredibly challenging to discuss the topic of mental health due to concern about how others may perceive them. One US study showed that 63% of Black people believe that a mental health condition is a sign of personal weakness. While From Phoenix is not a mental health expert, we speak to the broader cultural implications of a society that has made blackness synonymous with struggle. From Phoenix aims to normalise rest in a world plagued by and pushed forward by unrelenting perpetual productivity.

The visual identity celebrates the many facets of mindfulness and the nostalgic, fluid feeling of being human. Upon closer examination, this memorable motion is embodied in a logo with soft-round accents and imperfect organic shapes. The brand's versatility is represented by a mix of timeless serif typefaces and chunky sans-serif typefaces, balancing playful grooviness and sophisticated mindfulness — and a fiery, audacious colour palette. The distorted, wavy visual elements allude to From Phoenix's distinct personality, emphasising the overwhelming yet compelling landscape of moods and mindfulness. Since launching, the brand has been quickly recognised in Augusta and featured in 3 local news publications.