Sweet brand renewal.
YumEarth, an organic candy leader, needed to shake things up. Other candy brands were encroaching on their share in a tough retail market. Their organic treats have wonderful ingredients. They’re non-GMO, no high fructose corn syrup, no hidden soy fillers, but they’re still candy. And candy needs to be fun. The brand strategy called for something kids and moms alike would find appealing while also telling the healthier story. The YumEarth packaging design is vibrant and fresh to reflect the cleaner ingredients and to really stand out on busy supermarket shelves. We illustrated the whimsical characters to differentiate the flavors and remind us of the joy in sweet treats. Yum.
Partner: Connelly Partners