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US Creative Work of the Week: Swedish Fish – Rebrand

Design firm Bulletproof has refreshed the packaging and visual identity of Mondelēz International’s Swedish Fish.

The rebranding has been voted by US Creative Works readers as Creative Work of the Week.

According to Bulletproof, which has offices in London, New York and Singapore, this is the iconic candy brand’s first redesign in more than thirty years.

After winning the project last July, the agency was tasked with giving Swedish Fish a bold and modern design that would “clearly communicate its lighthearted, witty personality.”

The result is a “fresh and modern take on a retro classic” that incorporates some of the brand’s iconic markings, like its uniquely patterned red fish.

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here.

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