Buy for charity. Burn for normality. Even a global pandemic cannot stop creative minds. UK-based creative studio Uncommon has collaborated with artisanal home fragrance brand Earl of East to launch a limited-edition collection of soy wax candles that smell like the “places we miss the most” during lockdown—The Local, The Cinema, and The Festival.
These candles leverage the familiar to break the monotony of lockdown while supporting those who’ve been impacted the most. Every candle sold supports Hospitality Action’s work in helping people in the hospitality industry through the hardships of lockdown and beyond.
“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 Earl of East, on the brand’s blog.
The tongue-in-cheek descriptions hint at the final balanced scent but evoke a sense of nostalgia, exploring the truthful environment of these everyday places that are currently out of reach and missed. Visually, the scents are bought to life by a group of global illustrators.
The Local: London-based illustrator Thomas Hedger reflects the relatable grubbiness of the everyday local pub.
The scent: Evokes the classic British boozer. Top notes of spilt beer, hair pomade, and chip fat jostle amongst a pungent base of varnished teak and sticky carpet. A waft of testosterone gives way to the ersatz-lemon of a urinal block, as the salted breath of pork scratchings is soused in cheap rosé and freckled with cigarette ash. A potent fragrance that lingers, like the melancholy ramblings of an old inebriate.
The Cinema: Vancouver-based designer Victoria Sieczka colorfully evokes the spilled-popcorn stickiness of a trip to the cinema.
The scent: Heady fusion of salt popcorn, foam banana, and glistening hot dog, enveloped in a fug of recirculated air. A waft of cloistered contraband chicken meets the allium tang of adolescent boredom, laced with juicy notes of melting slushie syrup. An evocative blend, with just the faintest whisper of third base in the back row.
The Festival: Portland-based illustrator and graphic designer Lan Truong captures a hazy summer festival with her distinct and playful style.
The scent: A floral haze of cut grass, burned skin, and sun-warmed cider, with just the merest shimmer of distant portaloo. Top notes of burger van and singed candyfloss bloom above an earthy bed of unwashed hair and dew-damp sleeping bag. A resonant bouquet, tied with a ribbon of sweet cannabis smoke.
“While the impact of Covid-19 continues to affect many businesses across the UK, the hospitality industry faces a particularly uncertain future, having sustained lasting impact from the pandemic including widespread closures, job losses, reduced hours and reduction in pay,” said Nils Leonard, co-founder of Uncommon. “To help support these workers who are suddenly facing hardship, we’ve collaborated with home fragrance brand Earl of East on a unique series of scented candles.”
The playful scent descriptions of each candle will run as print ads later this month in an effort to raise awareness and continue to encourage donations to Hospitality Action’s appeal.
