Sweet Value
Case Study
Brand identity for a B2B candy brand
B2B Service Consumer Goods
the challenge
With over 20 years experience in B2B candy, our client provided buyers and merchandisers to with a wide range of services.
Their specialty? Custom solutions to support existing or new retail programs in the candy space, helping stores capture consumer interest and drive up profits.
Yet for all their expertise and years of experience, they had no branding or website to speak of, leaving them with little memorability and presence in the industry.
what was their next?
We needed to create a brand that combined the youthful exuberance of candy tempered by the professionalism and solution-oriented approach of a commercial service brand.
By bringing the fun, visual and sensory appeal of candy manufacturing into play while projecting professionalism, capacity, and prowess, we’d be able to establish our client as the experts putting excitement back into candy merchandising.
the process
Our objective was to position the brand as both with it and on-it.
We chose the name Sweet Value to capture the magical experience and endless opportunities the client had been providing to merchandisers since 1989.
We knew that to their client’s, there was nothing sweeter than candy that wows on taste and margins - which was exactly what Sweet Value’s in-house expertise and 360° capabilities allowed them to deliver.
Designing a corporate candy brand was a unique challenge. We needed the brand’s verbal language to be passionate yet professional, to fit-in with the fast-paced business world, yet feel fun and easy.
To do so, we employed the technical language that showed Sweet Value’s innate understanding of the industry, interspersing the jargon with sparks of light and creativity to convey the joy of candy.
We chose a bright, rainbow color palette inspired by classic candy tones. To keep things clear and corporate friendly, we used bold, simple, sans-serif typography.
The brand’s logo gives off a confident, established and forward looking vibe, and is clearly recognizable. Clear, bold, customized cursive letterforms lend a food and mass-market appeal.
In addition to the corporate brand identity, we designed an attractive lineup of ‘better for you’ snack packaging under the Sweet Select brand, for retailers to adopt as-is or adapt to their own specifications under their own private label brands.
the results
The branding positioned Sweet Value as a capable, agile partner for buyers and merchandisers looking to the brand for their candy expertise in private label and contract manufacturing.
We highlighted their range of services designed to capture consumer interest and drive up profits, creating a memorable brand that stood out a oh-so-sweet – and jampacked with value.
