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
From one day to the next, everything appears new from the outside. However, in reality, this process took a considerable amount of time because we invested a great deal of thought into it. We contemplated Looops, ourselves as founders, and our company. We delved into the past and listened to customer opinions. We sought inspiration from our experience, new impressions, and our deepest desire.
Then we looked ahead. Considered many things. Ultimately, we listened to our hearts – to our gut feelings. We plucked up all our courage, determination, and willpower. We decided to embark on a journey. To begin 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!"
We were certain: we didn't want to compromise. Since day one Looops has always stood for unmistakable values: Nature, sustainability, supreme quality, craftsmanship, and attention to detail. And at the heart – our fragrant creations. Fragrances we have loved since the first time we blended them. Ones we cherish, and ones that make Looops so special. However, we have evolved, too. As individuals. As a company. We decided to make space for our matured understanding of Looops – and to do it justice. Remaining true to our values.
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.
When we chose this glass, we were newcomers and relied solely on our intuition. Looking back, we see we were pioneers of purely natural scented candles. As a result, we have accumulated a wealth of experience. We experimented, tried different approaches, discarded what didn't work, and persevered. We made mistakes along the way, but we also made significant progress. With all this knowledge and expertise, our desire for an „authentic“ candle glass has become stronger. We still aim to improve in every possible way.
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 far more pared-down, clear-cut and focused on the essentials. Namely, our natural fragrance creations, their beneficial effects, and – most importantly – your experience with our scents.
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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 redesign has allowed us to sharpen the focus on our scents, 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.
We will always be a workshop factory
Looops, and the people behind it, remain unchanged. As do our profound love of nature and our passion for what we do. Whenever possible, we do everything ourselves. We employ a small team in our workshop in Elixhausen, near Salzburg. We uphold the highest standards, carefully searching the natural world for the finest ingredients, and subjecting them to thorough examinations.
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.
