Since 1904, Brach’s has been synonymous with satisfying America’s sweet tooth with quality confections at competitive prices. Looking to better compete against its indulgent competitors in the market, Brach’s initiated a refresh to its premium line of chocolates.

 

We were challenged with restoring Brach’s brand relevancy to its loyal consumers, while expanding the consumer base to a younger audience and increasing brand awareness. 

 

To elevate Brach’s perception as a mass premium offering, we identified and leveraged purple as a brand equity color. The purple added to the indulgence of the chocolate products and created a cohesive brand block at shelf.