Conceptual restructuring of the iconic Sweethearts candy brand to be for more than just Valentine's day. Themed events such as date night & sports games were used to broaden the brand's horizons & meet more diverse customer needs.
Restructuring to breathe a new life into this nostalgic candy brand. Shifting the brand from a once-a-year novelty to a more year-round experience. Leans into moments of connection—from a casual date night or a sports game—Identity feels fresh, inclusive, and relevant year-round. Visual system that builds on the brand’s charm while introducing playful flexibility.
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