Where Earth Meets Sky, Light Finds the World
Client: Baobab Candle Collection
Date: 2025
Project: Rebranding
Role: Art Director
Agency: L.O.V.E – Luxe – Paris
Branding
BAOBAB
Problem
Baobab Collection needed to modernize its visual identity while preserving strong brand recognition in the luxury home-fragrance market. The existing logo typography lacked distinctiveness and did not fully reflect the brand’s premium positioning or symbolic connection to the baobab tree. The brand also required a more cohesive visual system across key touchpoints, including packaging and retail materials.
Solution
I led a typographic refont of the logo guided by the concept “Terre et Ciel — From Earth to Sky.” Inspired by the symbolic strength and elegance of the baobab, the process combined hand-sketch exploration, strategic typographic refinement, and the development of a cohesive visual system applied across labels, packaging, shopping bags, and gift materials.
Impact
The redesign elevated the brand’s premium perception while maintaining recognizability. It resulted in a distinctive, unified identity system that strengthened Baobab Collection’s luxury positioning and ensured consistency across all physical touchpoints.
Light Shaped by Earth, Given Soul by the Sky
This visual expresses the concept “Light Shaped by Earth, Given Soul by the Sky.”
The candle, held by baobab roots and branches, represents light formed and grounded by the earth—its craft, texture, and cultural heritage.A beam of moonlit sky descends onto the flame, giving it a spiritual, elevated presence.
This composition transforms the candle into a sacred object, born from nature and blessed by the cosmos—a piece that carries both the rootedness of soil and the poetry of the stars.
