Elevating niche products to new appeal

Positivity of Candles

CHAND is a specialty candlemaker artistically exploring the different forms, perfumery, and colors in a contemporary reimagining of a timeless craft. Their candles represent a sensual curiosity for art, life, and individual expression.

But as a new business, the most pressing goals were to grow the brand and create appeal around a very niche product. This and the small market for specialty candles in Thailand posed the main challenges CHAND would need to rise above.

What We Did

To kickstart growth, crafting a brand strategy by taking into account all aspects of the niche market was paramount. Ours set out to differentiate the brand, conveying a personality behind the brand, and refocus it through the lens of scroll-stopping style, and humanised tone of voice.


  • Market & Audience Research
  • Goal Boosting Workshop
  • Brand Strategy
  • Positioning Recommendations
  • Storytelling
  • Communication Guidelines
  • Social Media Style Guide


  • Social Media Advertising Campaign

The creative team was able to gain a fundamental understanding of the brand culture through the strategy provided. The strategy and communication guideline have been a valuable asset of my brand.

– Narisa, Founder CHAND


Our role in reviving the forgotten art of candles helped elevate them to a new chapter of their brand’s life. Together through curated digital experiences, we transcended beyond the ordinary wax candle into the worlds of art and decor – also building a common language between business and creative & marketing endeavors. With CHAND, we loved the sincere trust of the client in our thinking and creativity.

Within the first 3 months, the social media ad campaign was able to attract new B2B partnerships. More than 333,000 targeted audiences exposed to this campaign on Instagram and Facebook.

*Brand Strategy Project under Appart