Menu

Brach's Identity and Packaging Redesign

Posted on April 27 2012

Last night in my local drug store, I was hanging out in the candy aisle looking for my favorite and very hard to find licorice assortments. To my surprise, I instead discovered Brach's has gotten a redesign! As I looked at Brach's lemon drops and peanut clusters, I could not recollect how I knew this company name. Today I researched it and yes, I know them best for their delicious candy corn and I believe most of you do too. Their new look has a more feminine touch with curves and swirls but that's my style, so I love it! It focuses on their main demographic, which is women who mainly do the shopping in the house hold. Yet, I do wonder if they will lose clientele with such a strong lack of brand recognition or to male shoppers? In the end, I have to applaud them for making such a big change because their image was quite out of date. I believe this was a risk worth taking and I do think this will largely improve sales. Why? White packaging is HOT right now. White gives a sense of health and this new look sort of prevents you from rethinking your sinful candy purchase. To be honest, I almost took those peanut clusters home, too beautiful to leave behind. Yet, peanuts are not licorice. Maybe next time.

Join our Mailing List

Sign up to receive our newsletter and get 20% off your first purchase.