YumEarth is a leader in the organic candy market, but their growth had not kept pace with similar brands that were catching up with their market share. So they were in need of brand and packaging update. Their organic treats had wonderful ingredients, non-GMO, no high fructose corn syrup, no hidden soy fillers, but they were still candy. And candy should be fun. The brand strategy called for something kids and moms alike would find appealing while still telling the healthier option story. The design was clean to reflect the cleaner ingredients and to pop on busy store shelves, while whimsical characters were created to differentiate the fruit, and accent the flavors. Yum.