The United Kingdom-based candle brand WIFF was created after its founders realized that the candle and diffuser products on the market tend to lack creativity and boldness in their formulations and branding.
Since WIFF thought that the candle and diffuser industry "was starting to smell a little stale," it decided to do something about it. The brand's products are all playfully named, with candles such as 'Knock On Wood' featuring sandalwood and cedar scents, 'Bloomin' Marvelous' with notes of rose and tuberose, and 'So Fresh + So Clean' with lemongrass and verbena scents. The diffuser offered by the candle brand is called 'Game Set + Match' and contains notes of champagne, strawberries and vanilla.
WIFF's products add some creativity back into this industry, both in their scents and in the products' branding.