squish - brand identity and packaging

Designing the fundamentals of a new brand.

client : squish

challenge

The food market is currently going through a major identity crisis. With sugar at the forefront of this reassessment, the candy category has not escaped this new reality. How do we get the consumer to view an increasingly less popular segment in a different way?

strategy

We would first have to invest in the very heart of the product itself, creating an offer that meets consumers’ increasingly sophisticated needs: quality ingredients, vegan options, sugar alternatives, use of real fruit pieces in the candy. At Squish, product innovation would become the brand’s strong suit. Secondly, we would need to effectively communicate all of the know-how behind the brand.

objectives

Design an all-new consumer experience that can both convey the fun and playful aspects associated with candy and the know-how that goes into making it.

team

Marie-Ève Caron, planning and brand strategy
Geneviève Grenier, business strategy
Caroline Reumont, art direction
Isabelle d’Astous, environment design
EVOQ, architecture

methodology and insight

After consumer interviews and an analysis of trends and international competition, we arrived at a conclusion: consumers will always have a taste for sugar, but by offering quality products in a category regarded as low-end, we can influence their perception and their consumption.

putting it to work

A series of icons was developed to showcase the product’s healthy attributes. Brand text highlighted the quality of the jellied candies. Presentation of the candy offer was based on taste attributes. The brand platform struck a balance between pleasure, taste, quality attributes, and know-how.

impact

Squish enjoyed immediate success from the moment its first store opened. In addition to cross-Canada recognition and consumer engagement exceeding all expectations, Squish is now available at Harrods in London. Squish ranked among the Top 10 best retail consumer experiences for 2018, according to Léger’s poll of best store retailers in Quebec and best online retailers in Canada.

“Launching a new brand is very exciting! But what’s even more exciting is knowing that, with La Famille, the best elements were brought together to move the idea forward.”

— Sarah Segal, Founder and President of Squish Candies