THE NATURAL CONFECTIONERY CO.
Leaders Of The Pack
Brand Vision, Brand Definition, Creative & Portfolio Strategy, Character Development, Packaging Design, Point of Buying Design, Brand Writing & Communications, Bespoke Typography & Illustration, Brand Book, Brand & Production Management
Approach — When partnering with a brand as pioneering as The Natural Confectionery Co., it’s a prime time to take a risk and divert from category norms. We abandoned the 3D-modelled characters that were so common in the confectionery aisle & created a whimsical world brought to life with bespoke illustration & typography. Bold & witty, each individual character was reinvented to enrich the overall personality of the brand; creating smiles every step of the way.
Challenge — The Natural Confectionery Co. was well-positioned as the leader in ‘better for you’ confectionery. Due to growing concerns around artificial colours & flavours, the competition had caught on & began adopting similar claims. This created a dilution of the distinctiveness of the brand. We needed to reimagine The Natural Confectionery Co. in a fun & engaging way to set the brand apart & protect their status as a category leader.