Progressing from tradition: how a brand reinvents itself


to reposition and rebrand an established confectionery manufacturer, and carry out a packaging design test.


Our client’s confectionery brand has been in existence since the beginning of the 20th century. At the start of  our joint project, the brand was starting to show signs of ageing and was seeking to make a fresh start, not least against the background of what seemed to be an over-powerful brand leader.


A qualitative insight and design study in Germany and France served as the basis for the re-positioning. In selecting our methods we set great store by a playful research design to match the products offered by the brand.  The research focused on evaluating the logo and product name.


Once our recommendations had been implemented, the brand saw an unexpected level of sustainable growth amounting to as much as 20% in some of the lead categories.