Smarties

We devised a new creative strategy, product portfolio architecture and packaging design for Smarties candy – the first portfolio re-design in the iconic candy brand’s almost 70-year-old history.

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To many, Smarties already boasts several of today’s desirable treat credentials - low calorie, vegan, gluten-free, peanut-free and low-sugar – but the Dee family approached us to imbue the brand with a more modern look to foster the generational appeal for loyal fans and new audiences alike. By doing so, we had the opportunity to update and help grow a sweet icon, maintaining the familiar nostalgia associated with the nation’s favorite candy roll while taking it squarely into the 21st Century.

The Smarties twist, and twist motion, when you open the roll is instantly recognizable and we have elevated this to foster the sense of delight and discovery, retaining the red Smarties word mark within the iconic roll shape. The new graphics complement the unique shape of the tablets with a celebration of color on pack to reflect the variety of the selection and the joy to be found in each individual sweet-eating occasion.

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