Backup Plan Candles
THE ROLES: Brand strategy, COPYWRITING
THE JOB: Like many businesses born from the pandemic, Backup Plan Candles started small before growing into a fixture of Chicago’s Lincoln Square neighborhood. Before they had aspirations of retail placements and news segments, they needed a name—and candle ideas.
THE RESULT: I helped Backup Plan Candles develop their brand strategy—becoming the anti-Yankee Candle company for burnt-out millennials everywhere—alongside their suite of scent names that earn as many smiles as the smells themselves: Ugly Crying is a crowd favorite, Vampire Nightclub never fails to leave an impression, and Leave Me Alone can’t stay stocked come the fall. The world may be on fire, but Backup Plan is here to make sure it at least smells nice.
