Why we decided to rebrand
The Looops story – The storytelling continues
A lot changed at Looops in 2023, and a lot has remained the same. Allow us to share the details with you.
“Join us on the Looops journey back over the past few years. Explore our thoughts, discover what moves us, what triggered the change, and what we wish for.”
Julia + Markus
Founders of Looops
Everything is new from one day to the next? That's how it looks from the outside. In reality, this process took a very long time. Because we put a lot of thought into it. About Looops. About us as founders. About us as a company. We looked at the past, we listened to customer opinions. We drew inspiration - from our experience, from new impressions, from our innermost desires.
Then we looked to the future. We gave it a lot of thought. And ultimately listened to our heart and gut feeling. We summoned up all our courage, determination and willpower. And decided to embark on the journey to a new chapter at Looops.
“I love your fragrances, but green doesn't suit my apartment.”
“I already have so many jars, is it not possible to refill them?”
"The jar cracked because it was too thin in one spot!"
It was clear to us: we don't want to be bent. Looops has stood for clear values since day 1: Naturalness, sustainability, top quality, craftsmanship, attention to detail, no compromises. And at the center are our self-created fragrances. Which we have loved since their creation. That we hold on to. Because they make Looops special. But of course - we have evolved. As people. As a company. And we wanted to make room for our evolved understanding of Looops, to do it justice. And focus on our values in the process.
The candle glass
The most noticeable change is the modification to our candle glass. It goes back to the beginning of Looops. We used cut-off wine bottles in the original green glass of Austrian one-litre bottles. Classic upcycling. It’s an idea we still treasure, as the colour made us unique. To be honest, over time we realised it wasn't „real“ candle glass.
Reflecting on the year 2015, Julia was grinding glasses and the first green candles were being crafted in the Looops workshop.
We were career changers when we decided on this jar - simply on instinct. From today's perspective, we were among the pioneers of purely natural scented candles. Accordingly, we have also gained a huge amount of experience. We tinkered, tried, discarded everything and tried again. We made mistakes - but we also got a lot of things right. With all this experience, the desire for a "real " candle jar has solidified. Simply to be able to do many things even better.
The road to the new candle holder
We harbour a deep-seated aversion to unimaginative imitation and standardisation. While it would have been easier to use standard candle holders like so many others, we desired something unique. We had our own ideas of how our candle holders should look. We wanted a pleasant and simple form, something enjoyable to look at – and hold.
And we worked on it for over a year. We worked on every detail: the exact shape, the proportions, the design of the base, the thickness of the rim, the shape of the rim, the color... We made countless drawings, received countless samples. We delved deep into the craft of glass production. And finally, we found a European partner to produce our new glass. Exactly according to our ideas. In high, excellent quality. From a single cast. And made from 50% recycled material. We are proud of our glass. That's why it bears our brand seal at the bottom - the Looops master mark.
The refill idea
Our vision was always to create a refillable candle jar that was both simple and sustainable. We began by designing the glass to serve as a foundation. However, finding the perfect fit for the candle refill was a lengthy process.
It is crucial for a candle refill to fit securely inside the glass so the candle can function properly. Fortunately, we have discovered an excellent and sustainable solution in compostable bagasse cups made from sugarcane residues.
Why we said goodbye to the wolf club
We are definitely not fans of standardised or half-hearted solutions. The wine-bottle-green candle holder with a wolf cub provided a strong and consistent identity. This has always been important. We cherish the time spent with the wolf cub as it played a significant role in making Looops what it is today. However, we also knew we didn't want to replicate the old design on the new glass – or find a temporary solution. Instead, we aimed for something new and timeless. Something that would give us more flexibility and allow us to expand our range of room fragrancesexpand. We sought a more subtle design. One at home in a variety of surroundings. One that allowed our fragrances to shine.
Looops is now much more reduced and clearer. We want to concentrate on the essentials: Our natural fragrance creations, their beneficial effects and, above all, your experience with our fragrances.
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Timeless, clear-cut design
This attractive, smoky brown glass enhances the warm light of the flame while harmonising with all kinds of indoor surroundings.
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Graphic elements for orientation
Three dots arranged in a variety of ways are used to emphasise the effect of each fragrance and help with scent selection.
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Resounding names
A new naming approach that conveys a more accurate feeling for each scent.
The new design has enabled us to focus even more on our fragrances and expand our range of room fragrances.
As well as in scented candles and room sprays, now our fragrances are also available with scented reed diffusers and pure essential oil blends.
Here you will find an overview of the old and new fragrance names.
We are and will remain a manufactory
We as humans and Looops have remained the same at heart. We love nature. We love what we do. We do - as far as possible - everything ourselves. With our small team, in our fragrance factory in Elixhausen, just outside Salzburg. We look for the best ingredients nature has to offer. We put them through their paces because we have very high standards.
Each glass is filled with our blends by hand. Every product undergoes numerous steps, starting with the thoughtfully-chosen locally-printed card. We pack and send every box for shipping ourselves. Our focus is on ensuring the highest quality and promoting sustainability. We know we are not perfect, but strive to improve every single day.
Do you have any questions or would you like to tell us something? We look forward to hearing from you!
