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Swedish Fish: Updated Branding and Packaging by Bulletproof

Date: Apr 2016
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Last year, design agency Bulletproof was tasked with giving Swedish Fish packaging "modern relevance with classic appeal." According to Bulletproof, the candy's last package redesign was more than 30 years ago, and the brand was "looking tired and old fashioned." Bulletproof was tasked with modernizing the brand with a "bold design that would clearly communicate its lighthearted, witty personality and the new brand positioning, 'Positively Unexpected.'"

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