The original name, Sweet, was problematic because of trademarking restrictions, so we strategically came up with a name that spoke to the hand-quality craft of making the candy and the maker herself. We amplified the brand characteristics by telling a story that directly references the tools of the sweetsmithing trade and the abundance of soul evident in every bite.
On the packaging, the wordmark is sweet, sticky, and golden. We framed the front panel with a decorative border, evoking candy tins of bygone eras. Every inch of real estate uses playful type, colour, pattern, illustrations, and copy to drive brand messaging. This faithfully conveys the essence of each flavour and seasonal offering, giving every package an individual personality and narrative.
The structure of the box was improved by making it more retail-friendly and easier to ship. A uniquely die-cut window lets the candy peek through and show the consumer the fun and interesting ingredient combinations in each bar.
We came up with a tagline to be expressive of what makes Sweetsmith’s products special. But little bits of cheeky copy are inserted on every panel, where they are used to aid in flavour descriptions, in addition to accentuating that sassy personality.