“Paddywax needed to re-establish a bold presence in their core product line. Principle was brought on board to develop new packaging and point-of-sale materials that would compete in the growing retail gift market for candles," said creative director Pamela Zuccker. "Paddywax's kraft-colored packaging made them susceptible to being marketed as 'country,' not stylish. To address this perception, we designed a preppy-chic identity system combining classic black-and-white stitched ribbon with colorful stripes and solids to reflect the intense color palette of the wax. Tubular packaging was updated with a sophisticated rigid box that, when separated, exposes the signature pattern. The graphics were extended to point-of-sale, stationery, match boxes, e-commerce Web site and a customer catalog. The result was a whole new look and feel that will drive future design and communications decisions. In 2005, Paddywax enjoyed a 45% increase in their poured glass sales and a substantial increase in press interest.” © 2006 David Lefler