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Joyride
Services
- Strategy
- Brand Identity
- Packaging Design
- Copywriting
- Photography
- Art Direction
- Website Design
Project Brief
Our strategy in developing the new brand identity and packaging was to tap into the nostalgia of eating candy the way we did when we were children — pure bliss without any of the emotional or physiological hangover from eating too much sugar. The logo alludes to the candy brands from years past. There’s a strong sense of movement and play throughout the logotype — bouncing baselines, swashes and letterforms that make dramatic turns and lean into headwinds.
Each SKU has a different pattern that somehow describes the candy for which the pattern was created. They are bright, bold, dynamic, twisty, turny and tons of fun. The impact is undeniable on shelf! Aside from the logo, our primary callout of low sugar is intentionally the second communication our consumer sees, connecting “Uncommon Candy” with the primary consumer benefit quickly and easily.
