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CARROM
®
CARROM is a brand that i co-founded with my wife and two other friends as a pandemic passion project. We realised that the one thing we missed most during the pandemic was being able to travel back to our homes. However, we were reminded of the power scents have to transport us across space and time through the power of nostalgia. So we decided to recreate scents that reminded us of home. So far we’ve amassed a total of 670 followers on Instagram and have sold nearly 700 candles alongside exciting collaborative partnerships (Christian + Jade). This project was a great opportunity for me to learn how a business works from the ground up as well as creating a unique brand identity that paid homage to my culture and heritage.
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The candle aesthetic we aspired towards was meant to create a warm, and comforting mood, much like our scents. We were intentional in spotlighting our heritage through the use of Indian languages for the scent names, tying together the South Asian inspired scent profiles.
The Instagram page played a major role in communicating the brand identity and hence heavy emphasis was placed on making sure every aspect of the page was curated, from the visuals to the post-copy and insta stories. We took inspiration from traditional art forms & cultural classics to communicate our respect for tradition & history. Check it out here.
The imagery used on our platforms are highly curated to be within the realm of intentional, refined and rooted in history. We had to shoot images that we couldn't find and the set design along with some of the photoshoots were done by me.
This branding practice similarly extended to our website, Check the website out here.
P.s: If you'd like one of your own, buy it on our website with free shipping across Singapore.
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