Gone fishin’


In the vast, swirling pond of the US candy category there live some very big fish. But one stands fins and gills above them all. A sixty-year old legend of the seas, born in Sweden, but raised in the US of A. Swedish Fish was ready for a rebrand that would blow the candy competitors out of the water…

It’s not every day you land a classic. But that’s certainly what we’d caught with Swedish Fish.



Arriving on US shores in the late 1950s, the little red fish had acquired a fiercely loyal following. But thirty years in the same packaging meant this quirky brand wasn’t smelling so fresh to the modern consumer.



We pulled on our waders and dived right in with a modern facelift on the classic brand mark, balancing old school naivety with modern appeal, and encasing our one-of-a-kind fish equity within the branding to guard against copycats (fish and cats don’t mix).



A modernized scale pattern became an ownable brand texture, while choppier waters resulted in a bold, dynamic wave that framed the brand mark and launched our fishy hero unapologetically (if a little unceremoniously) into center stage.



The result? An ocean-fresh new packaging design, capturing the classically quirky Swedish Fish brand essence, and making sure the next generation of candy lovers won’t be the ones that got away.

Strategic tools used
Center-of-Gravity
inline-sp_icon_cogCENTER-OF-GRAVITY
Raid the Vault
inline-sp_icon_raidRAID THEVAULT
Swedish Fish new packaging brand redesign
Bulletproof Swedish Fish brand character
Bulletproof Swedish Fish packaging design trio