For Yashi, Jill Vandermeulen developed 7 models of candles, each associated with a semi-precious stone.

Yashi was our first DNVB launch and we took care of all the visuals (pictures/video/3D) . We were over the moon when we sold out only after a few hours for the first drop. 

The candles are crafted with belief, passion, and sustainably sourced materials.

They are made in Belgium with integrity and respect for the Earth, to create a healthy home environment.

Every stone is selected by Belgian gemologist Chloré Sarasola and extracted in a respectful way.

After discussing with Jill and Simon, we suggested a mystical universe where models and their outfits would be associated with the candles. Each location we shot and each vibe we created was meant to reflect the powers of its respective candle and stone.

We started by playing with associations and references in people’s minds.

Amethyst is the stone of wisdom. It brings calm and mediation. The candle had a rose, jasmin and coconut fragrance. That’s why we chose a quiet and peaceful pink mood for the model.

Citrine is luminous and has a different vibe suggesting creativity and solar energy. With its regenerative fragrance, the images we shot of it evoke the good emotions we feel when we’re in the sun.

Tourmaline is the “after the storm” candle. We went with an enigmatic and almost levitating model dressed in black as an allusion to witches and their magic.

When we shot Quartz, we decided to play with the element of water, an element that inspires both peace and storm. This candle has a bewitching fragrance and a stone that aims to soothe and balance the emotions, so we decided to play with the reflections in the mirror.

Jill has had many lives : TV host on the biggest channel in Belgium, supermom of 4 (cool) kids, content creator for an audience of over half a million people, singer who’s just released a single, urbex explorer, and, of course, real life witch.

In our opinion, she is both a superhero and an entrepreneur. We have been following each other’s careers for a while on social media and have worked together regularly.

So when she asked us to work on Yashi, we jumped at the chance. Yashi is another one of her babies: a very personal project combining her knowledge for cosmetics and fragrance with her passion for people’s well-being and energies.

The process was really smooth with Jill and her husband Simon. Her vision immediately made sense to us, as we could clearly understand the mystical energy behind the candles. Each scent, and the stone associated with it, already had a clearly defined identity. More importantly, this project was something she strongly believed in.

Throughout the whole project, we decided to play with codes, with imagination, with reality and with impression, each time digging a little deeper into perception.

Pushing a little further down the road of perception, we started to play with 3D for Aquamarine, which was a special one.

We looked into the legends behind mermaids and built something that was half studio shoot and half 3D visual universe.

We cannot talk about the project without mentioning the great branding developed by Octostudio. And we really like their team.