Mondelēz International refreshes look of Swedish Fish candy brand

From:FoodBev

Mondelēz International has refreshed the packaging and visual identity of US confectionery brand Swedish Fish, after partnering with brand design agency Bulletproof.

With the last redesign carried out over thirty years ago, the brand was looking tired and old fashioned and lacking relevance for the modern consumer. Bulletproof were briefed to modernise Swedish Fish with a bold design that would clearly communicate its lighthearted, witty personality and the new brand positioning, Positively Unexpected, while maintaining and strengthening its core equities, the New York-based agency said.

A bold wave adds visual impact, framing the brand mark, while being evocative of the product’s juicy and flavour. In addition, the scales have been modernised to create an “ownable, textural pattern”. The typography maintains some of the previous branding, but has been updated with embossing, Bulletproof said.

A Bulletproof spokesperson said: “The quirky soul of Swedish Fish and the one-of-a-kind red fish product have endeared the brand to generations of candy fanatics. As the competition has intensified at shelf, the intrepidly iconic brand found itself lacking the cut-through stature it needed to engage fans both old and new. Working from the brand’s new Positively Unexpected brand positioning, we sought to restore this giant of the candy world to its rightful heroic status. To get us there, the packaging had to keep the quirk of the Swedish Fish brand alive while amplifying its visual punch. The final concept, Legendary Fish, shows a glimpse of our classic fish being hurled (somewhat uncomfortably and unwittingly) by a dynamic blue wave. This bold badge shouts out the refreshing flavour of this soft and chewy star and puts the spotlight squarely back on the brand.”

Kalshelia Lloyd, associate director for Mondelēz International, said: “Swedish Fish was failing to breakthrough in the cluttered sea of candy on shelf and needed a bold design that would help it stand up to the big fish in the category. Bulletproof have worked seamlessly to deliver a fresh and contemporary design with real personality that will appeal to a whole new wave of candy consumers and make the brand win both on shelf and in the hearts of consumers.”

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