Jonaki — A gentle glow from our memories.
This branding project by Atelio – The Branding Studio was born from a deep sense of nostalgia and cultural emotion. In Bangladesh, Jonaki (Firefly) once lit up our nights with quiet beauty — tiny flickers dancing in the darkness, shaping our childhood memories. But today, these little lights have almost vanished, fading from both our skies and our collective memory.
We wanted to bring that light back — not just as a memory, but as an experience. Thus began the creation of Jonaki – Scented Candle, a brand that captures the calm, warmth, and intimacy of a firefly’s glow. Through design, form, and fragrance, we aimed to preserve a piece of our disappearing nature — a tribute to the quiet magic that once defined rural nights in Bangladesh.
Our creative direction centered around the themes of light and stillness, translating the quiet beauty of a firefly’s glow into a visual and tactile experience. We explored earthy color palettes inspired by soil, dusk, and nature — hues that feel grounded yet warm, echoing the gentle ambiance of a rural night. Natural textures such as matte finishes, subtle grains, and organic surfaces were incorporated to give the design a handcrafted, authentic touch.
The illumination concept guided everything — from the soft gradients in the logo to the ambient photography and packaging details that mimic the way light softly fades into darkness. Every element was designed to feel calm and intentional, inviting a sense of pause and reflection.
CREDIT
- Agency/Creative: Atelio - The Branding Studio
- Article Title: Atelio – The Branding Studio Illuminates Jonaki with a Nostalgic Identity Inspired by Nature’s Glow
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United States
- Agency/Creative City: Calilfornia
- Market Region: North America
- Project Deliverables: Brand Design, Brand Identity, Graphic Design, Illustration, Packaging Design
- Industry: Hospitality
- Keywords: Scented Candle Branding,Packaging Design, Atelio Branding Studio Project, jonaki branding design, candle branding, scented candle, packageing design, product packaging,jonaki
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Credits:
Creative Director: Md. Asif Zaman
Visual Story Teller: Saurav Halder
Illustrator: Tasnim Sultana
