SmartSweets Candy Packaging Rebrand
Designed at OCAD for a Packaging Design Class
For my packaging design assignment, I redesigned SmartSweets' Sweet Fish and Sour Melon Bites packaging to improve readability and hierarchy while maintaining the brand’s bold aesthetic. I adjusted the flavor imagery to create more space for text, repositioned the key phrase “Kick Sugar - Keep Candy” for better visibility, and placed the logo above the “3g of sugar” label to reinforce brand recognition. A competitive analysis of low-sugar candy brands like Kiss My Keto and Better Bears highlighted SmartSweets’ strong visual appeal but occasional readability issues. My redesign balances imagery and text placement, enhancing clarity while preserving the brand’s playful identity.
Competitive Audit 2023
Final Packaging Rebrand
Final Packaging Rebrand
Flavor in Motion
Ad Campaign Concept
After analyzing my project with my mentor, we discussed how the SmartSweets packaging has changed since I completed my rebrand. This made me realize that design is constantly evolving—and as designers, we need to stay adaptable, keep learning, and find ways to bring past ideas into new contexts. Reflecting on my creative process, I want to expand on the idea of the sweets “jumping out” of the design I created. I believe this visual concept could translate really well into an ad campaign, adding energy and playfulness that perfectly aligns with the brand. The Campaign Tagline would be “Candy in Motion, where flavor pops.”
