a Mass Premium
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.
Photography & Illustrations
Seasonal & Limited Time Offerings
We incorporated premium product photography to add taste appeal, while simple typefaces and an evolutionary logo modernized the brand for a younger consumer.