Fook create an authentic identity for H.D. Cleverdon that embraces the candlemaker’s family roots
H.D. Cleverdon is a family-run candlemaker located in Ontario, Canada, whose name and character were directly inspired by the great-grandfather of its founder. Cleverdon’s influence can be seen throughout their candle-making process – from the ingredients in the candles to some of the product names. The team approached Toronto-based branding studio Fook to establish an identity that meets their goals to convey the quality of their candles, speak to the comfort they provide, and most importantly, authentically tell their story.
Dearly beloved by his family, and a loving, caring man, H.D. Cleverdon’s warmth and spirit runs throughout the heart of the company. It was important to Fook that they convey his story and influence with sincerity throughout the identity. Fook listened to countless stories of his life, his impact on the friends and family around him, and how he inspired many others. By carefully understanding his life, the studio could ensure that the character and story were embedded into the brand with authenticity and depth from the outset. Fook have positioned H.D. Cleverdron as a purveyor of the highest quality candles with a brand that delivers real substance, personality and a clear voice.
The display serif of the logo, Romie by Margot Lévêque, was chosen to provide a calm confidence and sophistication while remaining warm and approachable. Bringing associations of quality and distinction, it communicates the craft that goes into their work, without losing its warmth. Romie is supported by the smaller serif type of Georgia by Matthew Carter.
Continuing the brand’s warm and authentic visual language, the primary tones of the colour palette are black, brown, red and white. The calming selection of colours was carefully chosen to embody the soothing effect of candles, reflecting, peaceful moments of contemplation. The choices are also deeply tied to H.D. Cleverdon himself. Serving as a padre in WW2, a bible was always at his side. Fook honoured this stage of his life by selecting browns and reds; taking inspiration from the tactility and familiarity of a traditional Bible.