The portfolio includes Wham Bars and Mini-Jelly Babies. BrandOpus' aim was to create a new masterbrand, meaning the logo will sit across all packaging to unify the diverse confectionery portfolio, which was disparate following many years of acquisitions.
According to the design agency, the Candyland identity has been developed with a quirky airship at the centre of the brand identity. The consistent use of the single Candyland brand mark allowed the agency to create a clear segmentation of ranges across the portfolio numbering over 75 products, making it easier for the consumer to navigate.
Nir Wegrzyn, chief executive at BrandOpus, said: "The new identity allows the brand to be immediately recognisible, 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."
Mel Wilson, head of marketing at Tangerine Confectionery, added: "Adopting the single Candyland brand creates a platform for NPD, that allows us to concentrate on what we are best at: innovation and creation of delicious new confectionery. Ultimately the project that we have undertaken with BrandOpus enables us to extend the portfolio over coming months and years."
