Almost three months have passed since we’ve been subjected to social isolation. What we took for granted has now become a luxury. Things like going to the cinema, shopping, going to a concert, or having a drink with friends at a bar are now just simple memories that we miss so much. Because of the pandemic, time seems to have expanded, so it is no wonder that these memories seem very distant to us.
But we can bring these memories back, as we do with other memories: By using our olfactory sense. It is a well-known fact that the smell of something can so immediately trigger a detailed memory or even intense emotion. Based on this, London candle-maker Earl of East came up with the idea of launching a new range of scented candles to remind us of our normal lives. They bear the name “Scents of Normality” and they are created in such a way as to emanate the smells we miss most during these moments.
The exclusive collection of luxurious candles, made in partnership with Uncommon Creative Studio, was created not only to pamper our senses but also to help raise money for charity Hospitality Action. The limited-edition candles feature fragrances like “The Cinema,” “The Local,” and “The Festival.”
“Scent has a unique way of conjuring memories and transporting us to places we’d love to be. From the cobbled streets of Copenhagen to the Onsen baths of Japan, our scented candles are all inspired by travel. Whilst we can still dream about these far-flung destinations, it’s actually the places closer to home that we miss the most. Having the opportunity to recreate the essence of these familiar haunts whilst also supporting an industry that has been hit so hard by the crisis is a real honor,” says Niko Dafkos, Co-founder of home fragrance brand Earl of East.
For £45 each, you can bring these scents in the heart of your living room. To help you discover what you’re getting into, we’ll try to describe each of these fragrances. The Cinema is infused with salt popcorn, foam banana, and glistening hot dog. The Festival is a floral haze of cut grass, burned skin, and sun-warmed cider. Of course, we left the “best” at the end: The Local, a candle that embraces notes of spilled beer, hair pomade, and cigarette ash.
“As a studio, building products and brands that people genuinely care about has never felt more important. At Uncommon, we’ve created brands such as HALO Coffee, with sustainability and purpose at its heart. We’re thrilled to bring these products to bear and support the hospitality industry, who have been so dramatically impacted by Covid-19,” adds Nils Leonard, Co-founder, Uncommon.
Each aroma is brought to life through visuals, which were developed by a group of global illustrators. Amongst these, Portland-based illustrator and graphic designer, Lan Truong, who captured a hazy summer festival with her distinct and playful style. London-based illustrator, Thomas Hedger, reflects the relatable grubbiness of the everyday local pub. And finally, Vancouver-based designer, Victoria Sieczka, colorfully evokes the spilt-popcorn stickiness of a trip to the cinema.
Sure, the candles might be overpriced but you have to take into consideration that all the money from the sales of these will support Hospitality Action, a charity that offers vital assistance to all who work within hospitality in the UK, and who are now threatened to lose their jobs because of COVID-19.
Client: Earl of East
Agency: Uncommon Creative Studio
Images: Evening Standard