I am selling soy candles and donating a percentage of profit from every candle sold to local animal shelters. I have a HUGE passion for rescue dogs, and that is what drives me and this business. Each candle is hand-scented and hand-poured by me, and they are meant to be clean, bright and pretty so they fit into any home decor.
My candles are high quality and all completely handcrafted, and I want the logo and labels to reflect that - so they should have a sort of organic and handmade feel, nothing too geometric or sharp. I don't want kitschy or cute or large images of dogs, either (although a small icon of a dog could work as it's simple)... I envision this logo being clean, beautiful and sophisticated but with a little whimsy because I am helping dogs, and dogs are playful, after all :).
My target audience will be mostly women, probably between ages 25-55, who have extra income to spend on luxury items like handcrafted soy candles for their home, as gifts for others, etc. These ladies are moved to purchase my candles over others especially for their appealing feminine aesthetic, and also because they feel good that the higher price point helps a good cause.