Brutwax, the London-based company, uses Brutalist aesthetics to hand-pour its self-named line of Brutwax candles. The handcrafted products take inspiration from the forms, textures, and materials of Brutalist architecture. The style emerged in the 1950s out of the modernist movement and is characterized by its large, monolithic, and block-like appearance.
Brutwax applies these same design principles to its products. Boasting all-natural wax and a crackling wooden wick, the startup company aims to showcase the beauty of the otherwise harsh Brutalist aesthetic. Currently, 50 candle styles are available via Kickstarter.
The company foresees expanding from UK delivery to a worldwide customer base and provides sustainable candle wax refills. Ten percent of all profits are donated to the charity C20 Society.
Image Credit: Kickstarter
What's Driving This Trend
- Brutalist Aesthetics
- Embracing Brutalist principles in design allows for the creation of unique products that stand out in the market.
- Personalized Fragrances
- Offering customized fragrances for candles would cater to a niche market and provide a unique selling proposition.
- Sustainable Materials
- Using eco-friendly and sustainable materials would appeal to environmentally conscious consumers and create a competitive edge.
Who This Affects Most
- Home Decor
- The home decor industry would benefit from offering unique and visually appealing products to increase sales and customer engagement.
- Charity
- Partnering with charity organizations can create a positive brand image and attract socially conscious customers.
- Fragrance
- Incorporating unique fragrances into products can diversify a fragrance company's offerings and create a differentiated selling point.
