It’s funny how ideas drop into your head when you’re following a different course. There I was, designing a label for a forthcoming vanilla tin candle kit and thinking about a strapline. Candles are traditionally calming so I was thinking about how to work that into a short, snappy phrase and as soon as the word “keep” dropped into the sentence, I was trapped and “Keep Calm and Light a Candle” was born.
The first job was to check whether we could legally use it and, despite what you might have read in newspapers, we can. There is a rather dubious case in the European legal system that seeks to trademark the words “Keep calm and carry on” but this, even if it does succeed, only applies to those words and no others. The design was created by the War Ministry and is not copyrighted.
As for the ingredients, we’d decided to try out a Soy candle wax blend. Whilst we’ve used Soy for pillar candles successfully; in our experience, it hasn’t worked well in glass containers as it doesn’t adhere as well as paraffin wax. However, the “advanced” blend we’ve used promises to stick better and will work well in a tin. We paired it up with the right wick (after some experimentation) and a series of scents. Once the artwork had arrived and we’d burn tested the final product, it was ready for sale. And it’s already proven incredibly popular, looking set to be a firm favourite.