GlowNote: a candle with a hidden message
GlowNote is my own brand. Hidden in the wax of every handmade candle is a metal disc with an engraved message. Only when the candle burns does the text slowly appear, and once it has burned down, the disc stays behind as a keepsake.
I came up with the name, designed the brand and the packaging, built the online store and run the marketing. What I advise clients about online stores and conversion, I apply here myself first.
The idea
A gift with a personal message is easy to think of, but hard to make special. With GlowNote you don’t see the message when you unwrap it; it only appears once the candle is lit. The brand, the packaging and the online store had to convey that moment without giving the secret away.
My approach
- Name and brand. The name GlowNote, logo, brand identity and tone of voice: warm, calm and a touch of luxury.
- Packaging. A black, white or gold tin in a tube, so the candle is a gift straight away.
- Make your own. In the online store you choose a scent and colour and type your own text for the disc, or pick a ready-made message. Built in WooCommerce with a plugin I developed myself, with a focus on ordering from your phone.
- Imagery. Product photos and social content in the same mood as the brand.
Growing after launch
GlowNote isn’t a finished project. Since launch I’ve kept working on it:
- Easier ordering: a side cart with 20% off a second candle and free shipping from € 75.
- Trust: Google and Trustpilot reviews on the site, averaging 4.9 stars.
- A business market: a dedicated page for companies and events, with Christmas gift sets from 10 pieces.
- Content and newsletter: GlowStories, articles about candles and meaningful moments, and 10% off the first order for newsletter subscribers.
- Advertising on Meta and Google, steered by real orders in the store rather than only by what the ad platforms report.
What I learn here about conversion and advertising, I bring to the online stores I build for clients.
Industry
- Giftware & Specialty Gifts
Deliverables
- Naming, Logo & Brand Identity
- Packaging Design
- Online Store with Product Configurator
- Product Photography
- Social Content & Advertising
- Conversion Optimisation
