Refining Wax Poetic’s brand, website, and marketing for a seamless customer experience. See how Launch Kit enhanced their identity, digital presence, and social media.
Have you ever made your own candle? If you’re looking for a fun, unique, hands-on activity in Grand Rapids, Michigan, Wax Poetic should be at the top of your list. Whether you’re planning a date night, a group outing, or just want to get creative, this Eastown candle bar offers an unforgettable experience.
Founded in 2017 by Jill Bromley-Sung, Wax Poetic allows guests to design their unique scent, choose a vessel, and pour their candles in a beautifully curated, sensory-filled space. Over the years, Wax Poetic has built an incredible reputation thanks to its customer service, community involvement, and high-quality handcrafted candles. (Just check out their 200+ glowing Google reviews!)
In the fall of 2024, the Wax Poetic team reached out to Launch Kit with a goal: to tighten up their brand identity, upgrade their website, and implement a more consistent marketing strategy to position the business for long-term success. This project immediately caught our attention—not just because Wax Poetic is a well-known local business, but because their mission and aesthetic aligned perfectly with what we love to do: build brands that function as good as they look.
Brand Development – Refining their identity elements to align with the vision, while keeping the existing logo in place.
Website Design – A user-friendly, visually stunning site to enhance online experience.
Photography & Videography – High-quality content to capture the in-store experience.
Graphic Design – Custom brand assets for consistency across all platforms.
Social Media Management – A system for engaging content and consistent messaging.
Now, let’s take you behind the scenes.
When an established business comes to Launch Kit for a brand refresh, we follow our proven Brand Design Process. Our goal? Aligning the entire team around a clear identity that informs every touchpoint—from the website and social media to the in-store experience and marketing materials.
Emily Van Til, our Graphic Designer, worked closely with Jill, Kenzie, Mary, and Rilee to refine Wax Poetic’s core values, customer personas, market positioning, and brand voice. After a series of guided workshops, Emily created a brand mood board—a visual representation of how Wax Poetic should feel across all platforms.
The secret sauce? Consistency across all customer touch points. Whether someone finds Wax Poetic on Google, Instagram, or in-store, the experience should feel seamless and intentional.
As Emily finalized the brand identity elements, Launch Kit Web Designer Mackenzie Broekstra joined in on workshops to ensure that the new website perfectly reflected Wax Poetic’s refreshed style.
Mackenzie used Webflow to design and develop a modern, responsive website that brings the brand to life. By integrating brand colors, fonts, and custom icons, the site delivers a user-friendly, on-brand experience—whether a customer is booking a reservation or browsing products.
With the brand refresh and website underway, it was time to bring the Wax Poetic experience to life through photography and videography.
Launch Kit Creator Noah Wyn took the first step, referencing Emily’s mood board to ensure every shot aligned with the brand’s aesthetic and emotions. This meant considering lighting, tone, color grading, and how visuals would integrate with the website and social media.
Launch Kit Creator Daniel Bremmer stepped in to build a monthly content system as the project continued. Now, every month, Daniel captures fresh photo and video content for website updates, social media, and marketing materials. This ensures Wax Poetic has a steady flow of high-quality visuals for upcoming events, promotions, and seasonal campaigns.
A strong social media presence is essential for a business like Wax Poetic, where aesthetics, experience, and community engagement play a huge role.
Launch Kit Social Media Manager Haley Riccobono stepped in first with an initial audit of Wax Poetic’s Facebook, Instagram, TikTok, YouTube, and Google Business Profile. Working alongside Emily, Launch Kit Social Media Manager Rachel Bolt, updated profile bios, highlights, pinned posts, and cover images to ensure brand consistency across all platforms.
From there, Launch Kit Social Media Manager Rachel Bolt teamed up with Daniel to create a content calendar featuring a mix of:
Our collaboration with Wax Poetic is something we’re incredibly proud of. Partnering with a local Grand Rapids business that’s deeply involved in the community has been an amazing experience.
Here’s what our ongoing marketing strategy looks like:
By having the right people in the right seats, we’ve built a system that allows Wax Poetic to enjoy consistency, brand growth, and an optimized user experience—both online and in-store.
Each year, we take a fresh look at the various marketing efforts a small business can make. We've built this framework to get started optimizing your business's online presence.
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