Jealous turns to B&B studio to rebrand grown-up candy range


By Gillian West, Social media manager

June 21, 2013 | 2 min read

Sweet brand for grown-ups Jealous Sweets has engaged B&B studio to rebrand its range of gummy and jelly treats.

For the packaging B&B studio took inspiration from the chocolate category, creating desirable and detailed luxury boxes in order to break into the gifting market. A series of colourful patterns were then used across the range to differentiate between the sweets and represent their flavours.

Of the new designs, Shaun Bowen, creative partner at B&B studio commented: “The existing Jealous packaging wasn’t working hard enough to communicate the brand’s premium positioning and the purity of its products…the Jealous name had no real link back to the sweets themselves. We set about linking the two through the idea of ‘covetable candy’ – a concept that we visualised using a precious jewel icon and a characterful Magpie with an eye for something special.

“The boxes comprise a die cut sleeve featuring glossing, embossing and foil blocking, which is secured by a gold foil tamper seal to a patterned lift-lid box. Inside, the sweets are collected in individual branded bags surrounded by layers of tissue paper for a premium feel.”

Senior B&B studio designer Claudia Morris added: “It’s about reminding grown-ups of those amazing taste sensations from childhood but presenting them in a way that’s absolutely contemporary and adult oriented. And because the full pattern is obscured by the sleek and minimalistic black and white sleeve, you only get the full colour hit after purchase.”

In addition to creating the packaging B&B studio also worked on the range naming, website design and trade and consumer communications as part of the rebrand.

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