Regular Practice’s calming identity for candle brand NETTE depicts warmth and character
With an ethos that encourages us all to take care of ourselves and the world around us, NETTE is a candle brand that’s built on empathy and sustainability. No shortcuts are made throughout the entire development of its candles – instead, it offers a slower and more considerate offering to the mass-produced, standard glass vessels that have dominated the industry thus far. “We searched for months to find a glass factory in Italy that would design custom glass for us and have every vessel be blown by hand,” says Carol Han Pyle, Founder of NETTE. And, although this means higher costs, there’s no price on sustainability and buying well from GOTS-certified organic cotton mills.
When it came to designing the identity for such a well-thought-out and caring brand, NETTE needed a visual language that mirrored its positive values. Onboarding Regular Practice to deliver the design – a London-based studio led by Tom Finn and Kristoffer Soelling – the result of which is a logotype drawn bespoke for the NETTE brand which is paired with Lars, a utilitarian sans-serif. “We use Lars both in a Regular and Mono cut,” state Regular Practice. “We opted to use Lars Mono due to its machine-like associations – it felt appropriate for a label, but then skewed the expression a little through the centre alignment, which is a slightly paradoxical decision for a monospaced font.”
NETTE’s products are presented in an array of calm-inducing palettes housed in curved, glass containers, while Regular Practice’s identity lends itself as a simple and harmonious backdrop. Upon constructing the identity, the two company’s worked collaboratively throughout most parts of the process; this involved discussions on a few factors including the thicknesses of the glass container walls and base, the angles of the wall, the names and characteristics of the fragrances, colour palettes, label style and positioning, plus the wick materials and even the unboxing experience.
“The client had a really strong and beautiful direction for the choice of glass, and so we thought it important to not do anything with the branding that would compromise that, but really support that choice,” explain Regular Practice, noting how any additional colours or patterns would be an unnecessary move. Instead, opting for a large emboss on the packaging, this meant that the black and white palette remains simple, all the while focusing largely on materiality. That of which is a box made from recycled shoeboxes, “which is very strongly in alignment with the overall spirit of NETTE,” add Regular Practice. “It’s already beautiful, so why do anything more?”