Introduction

This brand has the purpose of supporting ‘young people’ in the establishment of their individual identities through the use of pop culture. The service offers candles that each have a different intellectual property: ranging from anime, TV shows, films, video games and celebrities. The ‘young people’ specifically targeted are high school and university students (Gen Z & Millennials respectively) that are at a point in their life when they
are diverging from their parents. They are also at the point of their lives when they
are creating their own spaces and need something to fill it with.

When conducting research into the candle retail industry, the categories found were 
mostly feminine or witch-like which was something that could be diverged from in order 
to stand out. Additionally, the 1960’s art movement of ‘Pop Art’ was looked at for its variety of colours, stylised graphics and geometric patterns that would help the brand
to stand out from its competition. Lastly, Art Pop has deep roots to consumerism which
is common in pop culture.