# Playful Candle Branding The WIFF Candle Brand Was Created to Offer Diversity in This Market By Mishal Omar | Published 2017-02-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/candle-brand References: [thedieline](http://www.thedieline.com/blog/2017/1/11/whiff) & [bramcreates](http://bramcreates.co.uk/) 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](https://www.trendhunter.com/trends/reed-diffuser-collection) "was starting to smell a little stale," it decided to do something about it. The brand's products are all [playfully named](https://www.trendhunter.com/trends/playful-fragrances), with [candles such as](https://www.trendhunter.com/trends/core-candle-collection) '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. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 57% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Playful Candle Branding:** The trend is to create playful candle branding that offers diversity and boldness in their scents and products. - **Creative Formulations:** The trend is to develop creative formulations for candles and diffusers, using unique blends of scents that stand out in the market. - **Personalized Candle Experience:** The trend is to offer personalized candle experiences through customization of scents, packaging, and branding. ### Sectors Adopting This - **Home Decor:** Home decor industry can benefit from introducing playful candle branding as it adds a new dimension to their product line. - **Fragrance and Perfume:** The fragrance and perfume industry can explore using unique combinations of scents that capture the consumers' attention and interest. - **Gift and Souvenir:** Gift and souvenir industry can capitalize on the trend of personalized candle experience by offering custom scents and packaging options. ## Related on Trend Hunter - [Floral Novelty-Scented Candles](https://www.trendhunter.com/trends/low-hanging-fruit.md) - [Cheeky Candle Fragrances](https://www.trendhunter.com/trends/between-the-sheets.md) - [Playful Holiday Candle Lines](https://www.trendhunter.com/trends/holiday-candle-collection.md) - [Functional Artisanal Candle Collections](https://www.trendhunter.com/trends/artisanal-candle-collection.md) - [Inclusive Candle Brands](https://www.trendhunter.com/trends/vigyl-1.md) - [Golf-Inspired Candle Collections](https://www.trendhunter.com/trends/golf-candle.md) - [Fragrant Flame-Free Wax Melts](https://www.trendhunter.com/trends/scentmatch.md) - [Brunch Cocktail-Inspired Candles](https://www.trendhunter.com/trends/brunch-gossip.md) - [Inaugural Fashion Brand Fragrances](https://www.trendhunter.com/trends/wax-london-fragrances.md)