TIF
TIF started from smelling candles in big box retailers and exclaiming, “This isn’t Midnight Beachwalk! This is f—king (TIF) blueberries and sugar!” The eponymous exclamation gave the brand its initials and a solution to frivolous naming schemes.
The Challenge:
Branding Strategy:
Tell it like it is. No flashy gold foil, no unnecessary “made with love” line, no gimmicks. Just quality ingredients and a pithy description. If you haven’t smelled oud, tonka bean, flower blossoms, or some other esoteric note—no problem. The copy helps you imagine a place or time that paints a vivid and relatable picture.
Credit
Client: TIF Candles
Creative Direction/Copy: Chris Olson
Design: Jackie Ortiz
Scents are difficult because you can’t sample them unless you’re in person. Online shopping has turned an entire category of products back in time and proven to be a potluck heavily dependent on the name, notes and branding.
TIF changes that.
