From Kitchen Experiments to Global Shelves: The Journey of Nata Concept Store and Their Playful Brand Inspired by Shapes

When Anna and Tatiana began their candle-making journey, it wasn’t driven by business strategies or marketing plans, it was fuelled by curiosity. “We started making candles in our kitchen. Then one looked like a stick of butter,” they chuckled. “People adored it. That’s when we noticed the lack of food-shaped candles in the market.”

They continued to experiment, transforming their kitchen into a small-scale factory. From that point on, they embraced the notion that candles could be artistic pieces, playful, unexpected, and a touch absurd.

Nata’s guiding principle is straightforward: design should bring joy. Drawing inspiration from the French art of trompe-l’œil, their soy wax candles balance realism with whimsy. “Food is such a significant aspect of our culture,” they shared. “We aimed to merge design with something joyful and relatable.”

From pasta and lobster claws to garlic bulbs and artichokes, each candle feels like a private joke for anyone who has ever appreciated their groceries. “We love when people encounter our candles for the first time and can’t tell if it’s real food,” they remarked. “That moment of confusion, that smile, that's the magic.

What began as two friends making candles in a kitchen has evolved into a vibrant creative studio, progressing step by step. "We’ve expanded naturally, without any financial backing. Just a gradual and consistent approach, and it paid off."

Currently, Nata Concept Store has a fully equipped workshop, and their products are available globally. They manage everything in-house, from pouring to packaging to photography. It’s all about remaining hands-on and preserving the essence of that initial kitchen vibe.

When it was time to update their website, Anna and Tatiana sought a design that reflected their playful, clean, bold, yet personality-filled style. They also wanted to take on the task themselves. "We constructed our entire store in under two days," they shared. "We’re not coders by any means, so having a platform that looked professional immediately but was still enjoyable to customize was ideal."

They opted for the Shapes theme by Switch Themes because it allowed them to be creative. "We enjoyed experimenting with the sections and layouts. Building the site felt artistic rather than technical."

Shapes provided them the liberty to try new things, swap images, alter colors, and keep their visuals dynamic. "We simply change pictures or colors, and it always appears cohesive. It’s as if Shapes was designed for our brand."

Since everything Nata produces is crafted in-house, from their product images to the witty text on their website. "We appreciate having control over the appearance and feel of everything. Shapes offers us the same online flexibility that we enjoy in our studio."

For them, the website is more than just a shop. It’s another creative endeavor. Each product page resembles a mini exhibition, showcasing their craftsmanship and humor.

After over six years of development and being full-time for over four years, their guidance for fellow creatives is refreshingly practical: “Begin small. Create something you adore. Keep it fun. Perfection isn’t necessary; it just needs to resonate with you.”

They also emphasize the importance of collaboration. “Having two of us is incredibly beneficial. We brainstorm together, support one another, and persevere even during tough times. Approach it like a job, but one that brings you joy every day.”

Nata Concept Store’s experience illustrates that creativity and independence can flourish beautifully when equipped with the right tools. With Shapes, Anna and Tatiana crafted a website that feels artisanal, minimalist, and brimming with personality just like their candles.

“Shapes provided us with the liberty to create a website that is genuinely ours. We completed it in two days, enjoyed the process, and it still resembles something we could have commissioned from an agency.”