The Natural Confectionery Co. had established it's position as the leader in ‘natural’ confectionery. The popular brand faced the challenge of competitors entering the market with similar 'natural' claims and offers. The brand needed to find a more unique communication platform to express it's honesty and transparency, without being 'preachy' or patronising.
We diverted away from the category norm of 3D-modelled characters, developing a modern, story-book illustration style, reinforcing the innovation-based company and its leadership approach
With a bold and wry sense of humour, we grasped the opportunity to reinvent the individual characters, delivering brand credentials in a proud and engaging way. The characters took a stance and said ‘no!' to all 'Baddies' - artificial colours and preservatives, communicating with honesty and transparency.
Illustrations made by Ben Sanders & Chris Wilson.
Project Scope: Creative & Portfolio Strategy, Packaging Design, Branded Communications, Character Illustration, Artwork.