Graphic designer Travis Ladue revamped the Standard Wax candle brand to the organic foundations of their 100% handmade candles with the launch of 'The New Standard' packaging.

Because Standard Wax doesn't advertise their logo on their candles, the entire brand's impression relies entirely on customer's interaction with the packaging. Cleverly, Travis Ladue went with an emphasis on the agrarian and the primitive nature of candle making with an elegant, simple, and clutter-free teal and white logo that extends over the corner of each candle box. On each logo is owner Samantha Irwin's handwritten name of the candle, which adds a personalized and natural feel.

A nod to the iconic tree-like candle holders the Standard Wax candles come in, each candle now comes in a recycled cardboard brown box filled with recycled paper maché-esque tissue.