Sweetsmith Candy Co.
Naming Copywriting Brand Identity Package Design
Sweetsmith Candy Co. makes toffees and brittles in both classic and super modern and adventurous flavours, using traditional preparation and quality ingredients. It’s handmade candy with tons of soul and sassy flair.
A brand audit paved the way to a full-fledged redesign, where the consideration of every detail, including Canadian bilingual and US copy requirements and myriad SKUs, informed the identity and packaging decisions that tell Sweetsmith’s complete brand story.
Illustration//Andrew Plewes
Sweetsmith Candy Co. Calgary, AB Canada
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.
