Squish
Designing the fundamentals
Designing the fundamentals
of a new brand
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? We would have to invest in the very heart of the product itself, branding an offer that meets consumers’ increasingly sophisticated needs: quality ingredients, vegan options, sugar alternatives, use of real fruit pieces in the candy. 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. 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.
Merci
team
Brand Strategy: Marie-Ève Caron . Business Strategy: Geneviève Grenier . Art Direction: Caroline Reumont
Environment Design: Isabelle d’Astous . Architecture: EVOQ . Portfolio Photos: Vickie Rousseau
