A collection of candles and boxes with playful labels, including a white candle labeled 'Still Alive, Somehow' and boxes labeled 'failed hobbies' and 'Emotionality checked at the door' on a green background with vertical striped wallpaper.

A cheeky candle brand that celebrates the chaos of everyday life. Originally brought on for packaging and web design, the project evolved into a full visual refresh that captured the brand’s humor and relatability.

FAILED HOBBIES

Fun, Approachable, Trendy


– Brand Strategy & Identity

– Typography System + Color Palette

– Packaging Design

– Shopify Website Design & Build

SCOPE:

VIEW WEBSITE HERE
Comparison of two images labeled 'Before' and 'After'. The 'Before' image shows a light purple box with the logo 'Failed Hobbies' and a person carrying a matching tote bag. The 'After' image features a white box with red labels 'failed hobbies club' and 'failed hobbies non-toxic club,' a candle with a similar tag, and a pink sticker with a red square and white cursive 'fh'.

The previous look was soft and feminine — pleasant but forgettable. The founder wanted a brand that felt as sharp and funny as the product names themselves, something bold enough to live on shelves and social feeds alike.

THE CHALLENGE

A colorful collage of nine illustrated objects: a matchbox, a pink disco ball, an orange slice, green sunglasses, a potted plant, a dog collar with a paw charm, pink socks, a cassette tape, and a tissue box with tissues.
Collage of colorful graphic design elements, including printed menus, a person reading a map outdoors, a can of food, a person holding a candle, and vibrant artworks with words like 'field trip,' 'french girl,' 'Amour,' and artistic can displays.
Color palette with 15 rectangular swatches arranged in three rows, including red, pink, white, yellow, bright pink, blue, orange, light blue, brown, green, lavender, lime green, purple, and dark red.
A white candle in a glass holder with a green label reading "Stayed in on purpose" next to a box with pink labels that say "failed hobbies club" and a small illustration of socks.
Pink membership cards for the failed hobbies club with orange text, one card saying 'welcome to the club' and the other displaying a stamp design with 'fh' and space for name and hobby.

We anchored the brand in its tone of voice first: relatable, witty, and a little dramatic. Visually, that translated into high-contrast color pairings, expressive type hierarchies, and fun illustrations.

BRAND IDENTITY & STRATEGY

Colorful poster advertising failed hobbies, curated scents, collectible stories, and candles inspired by personal experiences. It features a pink and green theme with various sections promoting products like candles and scents, with playful text and graphics.
A person holding a laptop with a colorful website on the screen against a blue sky with clouds

The shop experience extends the brand’s playfulness through scroll motion and type-driven headlines. Bright accents and macro photography bring the candles’ personality to life while keeping checkout clear and fast.

WEB DESIGN

PROJECT CREDITS:


Creative Direction: Julie Garcia

Branding & Packaging: Julie Garcia

Illustrations: Justine Wollman

Website: Kari Livingston

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