Earl of East London

Well what do we have here? A minimalist and carefully crafted set of packaging design for the lifestyle brand and store Earl of East London. Having just spent 6 months living in London, I was disappointed to learn this store, was in my neighborhood and I never stumbled upon it. Featuring a curated, eclectic mix of accessories made by independent artists and vintage curiosities, I know I would have been quite charmed.

The creative talent responsible for working on this project is Amalie O’Neill, a student at Central St Martins College Of Art And Design. Earl of East London worked with Amalie O’Neill to develop their brand identity, which was then translated to the packaging design for their custom range of hand-poured scented candles. The logo is clean and concise, featuring thin line art, geometric shapes and a san serif font. And, the packaging for their custom candles follow suit. 

The candles come packed inside cylindrical cardboard containers with a white label wrapping around the circumference. The label is uncomplicated, stating the scent of the candle and branded with the Earl of East London logo mark. Each candle comes in a beautiful amber glass jar with a black lid, with labels of the same design as the outside packaging. The design is clean and minimal and captures the brand’s personality and authenticity. Amalie O’Neill is one to look out for the on the design scene and I look forward to seeing the products in person the next time I’m traveling across the pond.


Designed by Amalie O’Neill

Country: United Kingdom

City: London