How to Start a Candle Business: Build a Brand That Sells — Logo, Fonts, Colors, Labels

If you want to learn how to start a candle business and build a brand that customers trust, you’re in the right place. I’m the creator behind Candle Business PRO, and in this week’s installment of our step-by-step series I walk you through the visual pieces that transform a name and domain into a real, recognizable brand. This guide captures everything I teach on how to start a candle business about fonts, colors, logos, secondary marks, visual style guides, and applying all of that to labels and stationery so your brand looks like a brand from day one.

Throughout this article I’ll share practical templates, tips, and the exact decisions I made while building our example brand (Wthout). I’ll also give you tools and checklists so you can apply these same steps to your business. If you are serious about how to start a candle business, this week’s work (brand visuals) will pay off immediately by creating trust and increasing conversions.

What we’ll cover in this guide

• Why brand visuals matter when you learn how to start a candle business
• How to choose brand colors and fonts
• Designing a logo and a wordmark that work everywhere
• When and why to create a secondary brand mark
• How to build a simple visual style guide (so others can follow your rules)
• Applying your brand to labels, stationery, and packaging
• Common mistakes to avoid and practical tips for printing and production
• A checklist and next steps for Week 3
• FAQ about how to start a candle business and brand visuals

Why brand visuals are one of the first steps when you learn how to start a candle business

When people discover your product—most often your candle label will be the first interaction—they make split-second decisions. Your visuals communicate more than design: they convey trust, quality, and personality. If you’re wondering how to start a candle business, investing time in visuals early is one of the fastest ways to level up.

Brand visuals do four important things for a candle business:

• Create trust: A polished label and consistent fonts/colors make you look professional and reliable, which matters when someone’s about to light a candle they’re paying for.
• Communicate your niche: Minimal and modern, cozy and nostalgic, bold and unapologetic—your colors and fonts convey vibe instantly.
• Improve recognition: When your logo and icon are used consistently across social, packaging, and website, customers remember you.
• Scaleability: Clear visual rules let you hand tasks to freelancers, manufacturers, and partners without losing consistency.

If you're figuring out how to start a candle business, this week should be about making your brand visible, consistent, and simple enough that others can reproduce it accurately.

Step 1 — Choose brand colors and fonts (the foundation)

The single most important question to answer before you dive into logos is: what emotion or personality do you want your candle brand to evoke? Are you aiming for a minimal clean look, a warm nostalgic vibe, or something bold and unapologetic? Your colors and fonts will set that vibe, and they’ll appear everywhere: labels, website, social media, packaging, and stationery.

How to pick colors that work

Choose one or two main brand colors and then two to three neutral accents. The main colors are your personality. The neutrals help with contrast, readability, and flexible applications.

Think through where each color will appear: label backgrounds, typography, accents, shipping boxes, and product photos. Also ask: will the color print consistently? That’s why you need hex codes and CMYK equivalents in your style guide (covered later).

Brand color tips:

• Pick one dominant color and a secondary color for accents.
• Choose neutral accents: black, white, light gray, tan—these keep designs flexible.
• Check contrast for legibility on small labels and social thumbnails.
• Test colors in black and white to ensure the logo reads well without color.
• Keep color usage rules simple: primary color for the hero, secondary for accents, neutrals for text/backgrounds.

For our example brand (Wthout) I chose a bold, black and white primary palette with neutral pops of color for warmth and activism. That translates into confident packaging that still feels cozy. Your choices may differ—but follow the same process.

How to pick fonts

Your font decisions guide how people read and emotionally experience your brand. Here are the practical roles to assign:

• Primary font: Used for headlines and the candle name on the label. This is the font that carries personality. A strong, distinctive display font or a clean sans serif often works well.
• Support font: Used for body copy, ingredient lists, product descriptions on the website. Choose something highly readable at small sizes.
• Optional display font: Reserved for special uses only—promotional banners, limited edition releases.

Important rule: use no more than two fonts on a single label. I strongly recommend a two-font max approach. If your label has a unique headline font for the candle name plus a simple supporting font for the size, scent, and warnings, you’ll maintain elegance without clutter.

Examples of good font pairings:

• Modern sans (headline) + Humanist sans (body)
• Bold condensed display (headline) + Simple serif (body)
• Clean geometric sans (headline) + Neutral system font (body)

Keep font licensing in mind. Use Google Fonts, Adobe Fonts, or buy a commercial license if you need a custom or premium font for a wordmark.

Step 2 — Design your logo and wordmark

Your logo is often the first visual a customer sees. It should be simple, scalable, and readable at small sizes. A wordmark is simply your brand name in a specific font treatment. You can combine a wordmark with an icon, or keep them separate depending on space and use cases.

Logo design principles that matter

• Simplicity: Simple logos are memorable and reproduce reliably across mediums like labels, boxes, and thumbnails.
• Scalability: Design so the logo works at postage-stamp size and on large banners.
• Black & white readability: Can the logo be used without color and still be recognizable? This matters for stamps, inked labels, and certain printing processes.
• Alignment with brand personality: A flame-inspired circle for a candle brand communicates product-specific meaning; a simple geometric mark communicates modern minimalism.
• Harmony with fonts and colors: Your logo should sit well beside your wordmark and function within your color palette.

Design considerations specific to candle businesses:

• Will the logo appear on small labels or slender wax melt packaging? Keep details minimal.
• Will you stamp boxes or create stickers? The mark should reproduce clearly in a single color.
• Are you selling wholesale? Retail partners may want to feature your logo in different formats—provide them options.

For our example brand, I created a flame-inspired circular icon that represents looking down at a burning candle. Paired with the wordmark, the full logo reads cleanly across labels and social profiles.

Step 3 — Create a secondary brand mark

A secondary brand mark (sometimes called a submark) is optional but incredibly useful. It’s a stripped-down version of your logo, often just an icon or a simplified wordmark, designed to fit in tight spaces where the full logo won’t work.

When to use a secondary brand mark

• Small labels or wax melt clamshells where a horizontal logo wouldn’t fit
• Stickers and seals for tissue paper
• Social profile images and watermarks on photos
• Embossing, stamps, or metallic foiling on packaging
• Branded merchandise like tote bags, hats, and apparel

Practical tip: Design your logo as a system—full lockup (icon + wordmark), horizontal lockup (wordmark with small icon), and icon-only version. Store them all in your brand folder so you (and your vendors) can pull the right version for each use case.

Step 4 — Build a visual style guide (one to two pages is enough)

A visual style guide documents your brand rules so you and anyone you hire can reproduce your brand consistently. You don’t need a 50-page document; a clear one to two page PDF or a Canva document will do the job for most small candle businesses.

What to include in your style guide

• Brand name and short brand statement: A one-sentence mission or mood line helps align creative decisions.
• Approved logos: Show the full logo, stacked/horizontal variations, and the icon. Include notes on when to use each version.
• Color palette with hex codes: List hex codes, RGB, and CMYK equivalents so printers and web developers can match colors accurately.
• Fonts and usage rules: Specify heading font, body font, sizes, and example usages (e.g., H1=Primary Font Bold 36pt; Body=Support Font Regular 14pt).
• Logo clear space and minimum size: Define how close other elements can be and the smallest size the logo can be reproduced.
• Examples of label layouts: Include 2–3 mockups showing how to use fonts, colors, and the logo on a label.
• Do’s and don’ts: Small visual rules like “Do not stretch the wordmark” and “Do not change primary color” keep consistency intact.

Why hex codes matter: Every website or printer asks for hex codes or CMYK. Without them you’ll end up with slightly different greens or pinks across platforms. Put those codes in the guide so colors remain consistent from your Shopify theme to a custom box vendor.

Where to create it: I recommend making your style guide in Canva so you can quickly edit and share it. Canva also shows hex codes by default and allows you to export PNG, PDF, or shareable links instantly.

Step 5 — Design labels, stationery, and packaging

Once your style guide exists, apply it to the real-world assets that customers touch: candle labels, wax melt labels, room spray labels, thank you cards, packaging tissue, stickers, and business cards. These are the tactile moments that define your brand experience.

Candle label design—rules and recommendations

Your candle label will likely be the most visible point of contact with customers. Keep these practical rules in mind:

• Two-font maximum: Limit font usage—one display font for the candle name and one readable font for the rest.
• Hierarchy is crucial: Candle name should stand out. Secondary text like scent notes, size, and burn time should be smaller but legible.
• Legibility at small sizes: Test labels printed at actual size to ensure small text is readable and safety/warning text meets regulatory standards.
• Color application: Use brand colors strategically. A full color label may be beautiful, but test against white backgrounds and dark glass jars to ensure contrast.
• Placement of regulatory text: Make sure any warning text, ingredient lists, and manufacturer information meet local requirements and are formatted clearly.

Label mockups: In your style guide include 2–3 mockups showing the primary layout, a secondary compact layout, and an alternate color layout. Those mockups become the templates you hand to a printer or designer.

Stationery and unboxing elements

Design the small details that create a memorable unboxing experience without over-spending:

• Thank you cards: A small card inside the box with a short thank-you note, care instructions, and a discount code for repeat purchases. Keep it on-brand—fonts and colors should match the style guide.
• Stickers/seals: Circle or rectangle stickers that seal tissue paper are affordable and elevate the unboxing moment. Use your icon-only mark for small stickers.
• Tissue paper: Branded tissue is nice but optional. If you skip custom tissue, use a neutral color that complements your packaging and add a branded sticker to close it.
• Packaging tape: Custom tape looks premium but can be expensive. Reserve it for special launches or larger orders where the extra branding will be noticed by recipients.
• Business cards: Keep them simple—brand logo, tagline, website, and social handles. Use a simple design in line with the label aesthetic.

Remember: unboxing doesn’t require extravagance. Small consistent touches—branded sticker, a clean thank-you card, and a discount to encourage a second purchase—improve the perceived value dramatically.

Practical printing and vendor advice

When you start printing labels and packaging, a few practical things will save you time and money:

Proofing and color matching

Always request a physical proof if you can, especially for labels that wrap around jars. Colors look different on screen and in print. Provide printers with hex codes and CMYK values from your style guide to get the closest match possible.

File formats and requirements

• Supply vector formats for logos (SVG, EPS) so logos scale without pixelation.
• Use PDFs for print-ready label files with crop marks if guidelines require them.
• Provide font names or convert text to outlines where required; be mindful of licensing.

Minimum order quantities and lead times

Sticker sheets, custom boxes, and tape often come with minimum order quantities (MOQs). Ask suppliers about MOQs and lead times early in the design process so you can plan inventory and packaging costs correctly.

Working with an external vendor

Give vendors your style guide and mockups. A good vendor will be able to produce dielines, proofs, and samples for quick approval. If you’re outsourcing custom vessels or printing, the style guide makes everything much faster and reduces back-and-forth.

Label compliance and small print

Candle labels sometimes require specific safety and manufacturing information: warnings, burn instructions, net weight, and ingredient or fragrance oil listings. Research the regulations in your region and add those elements to your label mockups from the beginning.

• Warning text must be legible. Don’t bury it in low-contrast colors.
• Keep required text language clear and consistent across product lines.
• Consider a compact back label for regulatory text if your front label is designed to be minimal.

Brand consistency across digital and physical

Your chosen colors and fonts should be reflected on your website and social media. Shopify themes allow custom hex codes and fonts—enter these values exactly from your style guide. This keeps the brand consistent between the physical product and the online store, which is important for conversions and recognition.

Also consider your social media thumbnails. If your product images use the brand color or feature the icon subtly, you’ll increase recognition when your posts appear in a feed.

Packaging decisions that matter for scale

If you envision scaling to wholesale or larger direct-to-consumer volumes, choose suppliers and packaging that can grow with you. Ask potential packaging suppliers about lead times, MOQs, and the possibility of future production runs. If you can scale without changing formats, you avoid reprinting labels or changing box dimensions later.

Key questions to ask suppliers when you’re learning how to start a candle business and planning to scale:

• Can you increase production quantity with the same materials and print setup?
• What are lead times at 1,000 vs 10,000 units?
• Do you offer storage or fulfillment services for larger runs?
• What are the costs of artwork changes or restocking?

Common mistakes to avoid when building your brand

When you’re starting out, it’s easy to make visual mistakes that hinder growth. Here are the most common pitfalls and how to avoid them:

• Too many fonts: Stick to a two-font max on labels to avoid clutter.
• No black and white version: Always have a single-color version of your logo for stamps, invoices, and minimal labels.
• No style guide: Without documented rules, your brand will drift whenever someone else creates content for you.
• Poor legibility: Small safety text, low contrast, or overly decorative fonts reduce readability and look unprofessional.
• Inconsistent colors: Use hex codes and CMYK values to keep your primary color consistent across web and print.
• Over-designing labels: A busy label distracts from the candle name and scent. Prioritize hierarchy.

How to apply these steps in Week 3 of your candle business launch

If you’re following the same week-by-week process I use, here’s a practical checklist for Week 3 when you’re focusing on visuals. This is a tactical list you can complete in a few days depending on your pace.

1. Decide on brand personality and write a one-sentence mood line (e.g., “Bold, unapologetic, warm”).
2. Choose 1–2 primary colors and 2–3 neutral accents; record hex codes and CMYK equivalents.
3. Select a primary font for headlines and a support font for body copy; confirm licensing.
4. Create a logo (full lockup) and an icon-only secondary mark. Export vector files (SVG/EPS) and PNGs.
5. Build a one-page visual style guide in Canva including logos, hex codes, font rules, and sample label mockups.
6. Design at least one candle label mockup and one compact label option for smaller products (wax melts, sprays).
7. Design a thank-you card, sticker/seal, and basic business card layout.
8. Contact 2–3 printers and request quotes for labels, stickers, and custom boxes (if needed). Ask about MOQs and lead times.
9. Create social profile images using your logo and post an initial announcement to claim presence.
10. Store all assets (logos, fonts, style guide, mockups) in a shared folder for future hires or vendors.

Tools and resources I recommend

• Canva: Easy and fast for mockups and quick style guides.
• Shopify: For building your store; it accepts hex code customizations and is friendly for candle businesses.
• Vector editing tools: Affinity Designer, Illustrator for producing print-ready vector logos.
• Label printers and vendors: Local and online label companies—ask for proofs and compare costs.
• ToAuto melters: For production, reliable melters help speed up wax melting and maintain consistent temperatures during production.

Case study: How I applied these steps to the “Wthout” brand

To illustrate how this all fits together, here’s the approach I used for our sample brand, Without. The goal was to communicate confident warmth and activism through a minimal but bold design.

• Colors: Black and white primary palette with muted neutral accents for warmth.
• Fonts: A bold headline type for candle names and a clean sans for body copy—two fonts total on labels.
• Logo: A circular flame icon representing the view down into a lit candle paired with a wordmark. Icon-only version used for stickers and social avatars.
• Style guide: One-page Canva doc with logos, hex codes, font specs, and two label mockups.
• Labels and stationery: A prominent candle name on the front with scent notes below, readable safety copy on the back, and a branded sticker to seal tissue.

By intentionally documenting these choices, every supplier and designer we work with can reproduce the brand correctly and quickly—this consistency is essential when you scale.

How visuals support sales and wholesale conversations

When you have a strong visual identity, you can approach wholesale accounts with confidence. Retailers want to feature brands that look professional on shelf displays. A clear logo, clean labels, and cohesive packaging tell retailers your product will look good in their stores and won’t confuse their customers.

Wholesale benefits of great visuals:

• Faster buying decisions from retail buyers
• Less back-and-forth on packaging requirements
• Increased perceived value allowing better margins
• Easier cross-promotions and co-branded displays

Preparing a line sheet with your approved logos and label mockups is an early step you can complete this week—no need to wait until your whole line is finished to start building relationships.

Pricing your packaging and design into your cost of goods

When you consider how to start a candle business, account for packaging and design in your cost of goods sold (COGS). Professional labels, custom boxes, and printed tissue will affect margins. Use a tool or spreadsheet to include upfront design costs, unit price for packaging components, and expected MOQs so you can price the candle appropriately.

Things to include in COGS:

• Label printing cost per unit
• Sticker cost per unit (if used)
• Box cost per unit (including custom printing)
• Cost of thank-you cards and packing slips
• Design, licensing fees for fonts, and agency costs amortized across initial production runs

Accurate COGS ensures your brand visuals don’t eat into profit unexpectedly when you scale.

Practical examples of label layouts

Here are three simple layout approaches you can follow. All assume two-font maximum and clear hierarchy.

• Minimal front label: Large candle name in primary font, small support font below for scent notes and size. Back label contains regulatory text.
• Full-wrap label: Primary color background with white or contrasting wordmark. Centered candle name with scent notes alignment to the side; back panel printed for safety info.
• Compact tin label: Icon-only on the top lid (secondary mark), and a small circular sticker on side with scent name and net weight.

Mock these up in Canva and print basic test sheets at home to validate sizes and legibility before ordering large runs.

Preparing for Week 4: Sourcing supplies and packaging

After week 3, when your visual identity is set, Week 4 is about sourcing supplies and packaging that bring your visuals to life. That includes choosing vessels, lids, boxes, and building an unboxing experience that wows without wasteful spending. It’s the natural next step—design first, then sourcing.

As you plan, think about supplier reliability and scalability. If you plan to scale 10x, do your vendors have the capacity to grow with you? That’s a key question to ask early so you avoid repackaging or redesigning as you expand.

Checklist: Quick wins for this week

1. Finalize your main color and two neutral accents; record hex codes.
2. Pick and license two fonts (headline + body).
3. Create full logo + icon-only versions and export vector files.
4. Make a one-page visual style guide in Canva and store it in a shared folder.
5. Design at least one candle label mockup and one compact label for small products.
6. Design a thank-you card and sticker for unboxing.
7. Post your logo on social profiles to begin building brand recognition.
8. Contact printers for quotes and ask about MOQs and lead times.

Frequently Asked Questions (FAQ)

Q: How important are brand colors when you learn how to start a candle business?

A: Extremely important. Colors convey personality, build recognition, and influence perceived value. Choose one or two primary colors and two to three neutral accents, and document hex codes so colors remain consistent across web and print. Consistency in color makes your brand look intentional and trustworthy—critical when launching candles.

Q: How many fonts should I use on my candle labels?

A: Use no more than two fonts on any label. One for the candle name (headline) and one for supporting information (body). This rule preserves clarity and keeps labels from looking cluttered. If you need a third font for special campaigns, reserve it for marketing assets—not the product label.

Q: Do I need a vector logo?

A: Yes. Vector formats (SVG, EPS) are essential for printers and large-format reproduction because they scale without losing quality. Save both vector and high-resolution PNG exports for digital use.

Q: What is a visual style guide and do I really need one?

A: A visual style guide is a short document that explains how to use your logos, colors, and fonts. You absolutely need one. It saves time, prevents mistakes, and makes outsourcing design and printing painless. It’s especially important if you plan to scale or work with retailers and manufacturers.

Q: Should I invest in custom packaging tape and tissue?

A: Only if your budget allows and you see a real ROI. Branded tape is expensive and often unnecessary for small initial runs. Stickers and a simple branded thank-you card give most brands a premium feel without the high cost of custom tape. Allocate custom tape for special editions or launch events if desired.

Q: How do I make sure my labels comply with regulations?

A: Research local labeling requirements for consumer goods: warning statements, burn instructions, net weight, and manufacturer contact information are common elements. Place regulatory copy on the back label or a separate insert. Test legibility at actual print sizes to ensure compliance.

Q: How can I keep brand visuals consistent as I grow?

A: Create a visual style guide and store approved assets in a central folder. Use exact hex codes and font names, and supply vector logos to vendors. When hiring freelancers, give them the style guide to ensure consistency across all channels.

Q: Can I design my brand visuals myself?

A: Yes. Tools like Canva and basic vector editors let you create logos and mockups quickly. For more complex vector logo work consider hiring a designer or using a freelance site. The important part is to document the choices in a style guide so they remain consistent.

Q: What size should my labels be?

A: Label size depends on your vessel. Measure the available surface on jars and tins and create mockups. Test print at actual size to verify for legibility, especially safety text. Standard jar sizes have common label templates you can use as starting points.

Q: How do brand visuals affect wholesale potential?

A: Retail buyers prefer brands that look professional and consistent. Clean labels, a cohesive logo system, and a sample line sheet with mockups make your pitch stronger and your product easier for buyers to merchandise.

Final thoughts: Visuals are an investment, not an expense

If you’re building how to start a candle business, remember: visuals are one of the highest-leverage investments you can make early on. A simple, consistent brand identity reduces friction, builds trust, and makes scaling much easier. Spend the time this week to finalize fonts, colors, logos, and labels. Create a short style guide and use mockups to validate your choices with real print proofs.

Branding doesn’t need to be complicated—it needs to be consistent. With a clear system in place, you’ll be ready to move into sourcing supplies and packaging next week with a cohesive visual identity that speaks for your candles before a customer even lights them.

If you want a proven checklist and step-by-step templates for this process, visit CandleBusinessPro to get resources and join our community of candle business owners. When learning how to start a candle business, the right visuals will help you be seen, remembered, and purchased.

Take the time this week to make your brand look like a brand—your customers will notice, and your business will benefit.