Owning Originality in a World of Conformity
Since becoming the first long lasting chew, Now and Later has expanded its original three flavor product line to include over twenty-three flavor variations and forms. Though the products evolved with changing consumer tastes and preferences, the brand had remained relatively unchanged.
To connect with its progressive and unique consumer base, the brand needed to re-establish itself as the adventurous, category original. Bold colors and a custom graffiti style artwork lay the groundwork for the urban, one-of-a-kind brand design. As of April 2016, Now and Later sales are up 13% compared to the overall non-chocolate confection category, according to IRI data.
Photography & Illustration
Black graffiti solidified the edgy brand block of the new brand identity, while high saturation fruit illustrations added fun, loud taste appeal.
We created a flexible brand architecture that could live on various pack structures and create cohesion across multiple line extensions.