The logotype centers on a custom 's' brandmark shaped like a wisp of smoke, tying the identity directly back to the product experience of a burning candle. Typography was chosen for flexibility, a combination that could flex between minimalist and expressive depending on the medium, echoing the pairing conventions common in fashion and streetwear branding. Packaging for the sneaker candles drew directly from sneaker box design, using restrained color and typography to build anticipation before the box is even opened, finished with a melted wax motif on top as a hypnotic, brand-owned focal point. For the paint-can candle line, labels went heavily typographic, a deliberate contrast to the minimalist visual language that dominates the home-candle category.