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 60 years in the same skin meant this quirky brand wasn’t smelling so fresh to the Millennial consumer.

We dived right in, updating the brand mark of this much loved classic, balancing old school naivety with modern appeal, and encasing our one-of-a-kind fish equity within the new brand identity. Creating an iconic suite of assets with a bold color palette, ownable scale pattern and an irreverent tone of voice to match.

There’s plenty of fish in the sea, but there’s only one unmistakable Swedish Fish!

Brand Positioning | Brand Strategy | Brand World | 2D Packaging | Brand Guidelines

Strategic tools used
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