In today’s world, people are more desensitized than ever before. In fact, 46% of us won’t even feel one positive emotion today. So Glade, an Air Care brand, set out to change all that by reconnecting people with their emotions using technology and the power of scent.

There’s a powerful connection between emotion and scent. In fact, scent can actually change the way we feel. Glade wanted to demonstrate this connection and put it on display with the Museum of Feelings, the first museum that reacted to its visitors’ emotions and turned them into art. Each installation was inspired by scent, so we created a custom line of candles curated by emotion and sold exclusively in the Museum.

The simple, modern design aesthetic used throughout the Museum of Feelings was carried over to its custom candle line, transforming each candle into an iconic extension of the Museum itself. The juxtaposition of the candle’s minimalist white matte packaging with a band of colorful UV coating mimicked the Museum’s exterior. The shiny, colorful band also delivered an eye-catching pop of color, teasing the fragrance inside, while a blind embossed logo elevated the packaging and invited consumers to take a closer look. The experience of opening the packaging created a cathedral effect, reframing the Glade candle to be seen as more abstract and unique. The elegant, yet understated packaging of this limited edition collection transformed each candle into a design object and gave the world a new way to look at Glade.

Despite having an increased price point, the limited edition Museum of Feelings candles sold out in three days, resulting in 4.7M transactions during the three-week period the Museum was open and us surpassing our sales goals by 27%. The candles within the packaging were from a previous line that did not sell well, demonstrating the power of packaging design. The Museum of Feelings custom candle line helped visitors connect with the scents and emotions they experienced within the Museum, all the while giving them a new way to see the Glade brand.