Tangerine Confectionery introduces Candyland with the help of BrandOpus
Independent sugar confectionery manufacturer Tangerine has engaged BrandOpus to create a consumer-facing brand consolidating its portfolio of popular confectionery brands, including Wham Bars, Refreshers, and Dip Dab.
A key theme of ‘embracing nonsense’ has been used to create Candyland - a magical world where all sweets come from. BrandOpus was tasked with creating a new masterbrand, complete with logo that would feature on all packaging in order to unify the brand portfolio which was disparate after many years of acquisitions.
“Adopting the single Candyland brand creates a platform for NPD, that allows us to concentrate on what we’re best at: innovation and creation of delicious new confectionary. Ultimately the project that we have undertaken with BrandOpus enables us to extend the portfolio over the coming months and years,” commented head of marketing at Tangerine Confectionery, Mel Wilson.
A quirky airship is placed at the centre of the brand identity, the use of the single Candyland brand mark allowed the agency to clearly separate the ranges across the portfolio of over 75 products. Candyland is divided into different territories each representing a different confectionery type with its own graphical style and clear tone of voice.
Nir Wegrzyn, CEO at BrandOpus, added: “The new identity allows the brand to be immediately recognisable, contributing a positive halo effect of the brand values across the entire portfolio which encourages consumer cross purchase. Candyland affords strong brand standout and ease of navigation for the consumer at point of retail.”
Candyland is available from July in the impulse and wholesale category before launching in ASDA and other major multiples from August.
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