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Eye Candy
Napoleon, Wilhelmina Mints,
JD Limited Edition, Private Label and more
Candy & Snacks – Stand out from the crowd
In the crowded confectionery and candy category, standing out amidst the visual noise can feel like a challenge. With countless brands competing for attention, it’s essential to cut through the chaos, keep it simple and create absolute stand–out.
Being bold, brave and sometimes audacious. Unexpected but always by sticking to your core.
Rather than competing with others, we help you showcase your unique strengths.
Don’t compete excel.
By identifying what sets your brand apart, we explore on new directions for your brand to create a powerful and brave identity with impact that lasts
"From sour candy to a powerful brand"
Napoleon was losing his battle. The competition was gaining ground. We had to turn things around!
The mission: Build an army that will reconquer the shelves and explore new areas of conquest on the horizon.
For Napoleon it was time for action. Stand up and behave and act like a real brand and no longer a product. Being able to be yourself and using this powerful character as ammunition. Tell your story, share beautiful experiences and create meaningful relationships with our troops
And we had Napoleon on our side! A unique, awe-inspiring, fantastic figure. With its mix of crazy weapons: bullets with a great experience and an impressive explosion of flavor.
I AM NAPOLEON!
An original thinker, charismatic, resolute, slightly eccentric and I must admit… my ego is big.
A candy with spice!
What did we do?
- Visual Identity
- Packaging Design
- Tone of Visual
"Shaking up the chocolate market"
How do you create a new chocolate brand in a traditional sleepy chocolate market. As a new kid on the block with a lot of potential, we’ve created Johnny Doodle.
To create maximum brand preference it was built on two pillars: impact and taste.
The brand’s strong personality is the foundation for building a vibrant community of chocolate lovers, both online and offline.
To express this bold mission, the logo and style take inspiration from the megaphone—a symbol of Johnny’s unwavering voice, spreading the message of good chocolate and fearless individuality to the world.
Through Johnny’s food truck, he brings the joy of great chocolate directly to festivals, turning moments into memories and fans into ambassadors. More than just sharing a delicious product, Johnny spreads his powerful belief in independence and authenticity, captured in his motto:
Born to be real.
What did we do?
- Brand strategy
- Naming
- Visual identity
- Packaging design
- Brand activation
Award
Winner Gold Pentaward
"The Power of a Good Story"
Chocolate is booming. The guilty pleasure you love to give yourself or someone else as a gift. Besides the standard chocolate range developed at PLUS, there is room for some extra sparkle and temptation through new flavors with new quality.
We made the ‘Goed Verhaal’ the leading concept for these specials. Fairy delicious!
Because they certainly are delicious. To put it in 1 word – ‘expressive’ – because having complementary colors and the typical diamond shape of the chocolate bar as a backdrop in the design creates a lot of temptation.
The ‘Goed Verhaal’ concept covers several aspects. The inside of the wrapper explains that for PLUS chocolate connoisseurs, it’s all about good taste, fairtrade, and the good story surrounding cocoa farmers in Ghana. This makes us playful and seductive on the outside, but when you discover our insides, you really get to know PLUS Chocolate .
The new chocolate bars have a unique recipe with their own ingredients blend and represent a sustainable and fair chain. Fairtrade and Open Chain. The design is meant to provide a contemporary and rebellious character but still be accessible to PLUS consumers.
- Brand Strategy
- Visual Identity
- Packaging Design
"Refreshing a Dutch Icon"
Wilhelmina Peppermints, a beloved Dutch classic, needed a brand refresh to secure its relevance for the next 130 years—without losing its iconic heritage in an evolving retail landscape.
We leveraged Wilhelmina’s rich brand equity by modernizing its iconic assets while introducing a unified, bolder visual system. The goal: enhance shelf impact, strengthen brand recognition, and create cohesion across packaging formats.
The queen silhouette was respectfully elevated, framed within a simplified, modern design. A prominent, bold brand colour—echoing tones from the Dutch flag—was introduced for instant recognition and standout shelf presence. The refreshed palette and clean design align with current packaging and retail design trends, ensuring relevance in a competitive category.
The rebrand strengthened Wilhelmina’s shelf visibility and overall brand consistency across packaging formats. The refreshed identity preserved the brand’s heritage while appealing to a modern audience, reinforcing its iconic status in the confectionery category. With improved recognition and a cohesive presence, Wilhelmina is now well-positioned for continued relevance and future retail growth.
- Brand Strategy
- Visual Identity
- Packaging Design
Additional Cases
In a crowded marketplace, your brand deserves to be seen and celebrated. With Brandnew’s targeted strategies and creative expertise, we’re here to guide you in transforming the battlefield of confectionery into a vibrant landscape where your brand stands out confidently. Let’s embark on this exciting journey together and explore the limitless possibilities for your candy brand!
