The inspiration for the packaging of French brand Apis Cera’s new Félicité birthday candles is unexpected, to say the least.
“The inspiration comes from cigarette packs,” Charles van Valkenburg, founder of French candle and soap company tells Luxe Packaging Insight. “I usually try and take something that has proven itself over time; for almost 100 years cigarette packs have housed small and fragile objects the same shape as our candles.” The inspiration even extends to the small label glued on the side that keeps the lid and base sealed.
Apis Cera did not wish to share supplier names for its packaging. The pared-down, brown cardboard pack features a white insert and is decorated with the brand’s bee logo in gold. Apis Cera’s candles are handmade in Provence in accordance with traditional artisan techniques – the candles are formed by successive dips in a wax bath. The wicks are made from organic cotton, while the wax, free from colorants and additives, is pure beeswax.
Félicité retails at €29 for a box of 16 candles.