FDBusiness.com

Design agency B&B studio has revamped the packaging for London-based sweet specialist Jealous Sweets. Jealous markets its sweets at the adult market.

Jealous specialises in gummy and jelly treats that are made without gelatine, artificial colours or flavours, so they’re 100% vegetarian, gluten-free and full of natural fruit juices.

“The existing Jealous packaging wasn’t working hard enough to communicate the brand’s premium positioning and the purity of its products,” said B&B studio creative partner Shaun Bowen.

He added: “And the Jealous name had no real link back to the sweets themselves. We set about linking the two through the idea of ‘covetable candy’ – a concept that we visualised using a precious jewel icon and a characterful Magpie with an eye for something special.”

According to the design agency, ‘giftability’ was key to differentiating the brand from the majority of the sweets market, so B&B studio took its inspiration from the chocolate category, creating “desirable and detailed luxury boxes for an extra special experience”.

Bowen added: “The boxes comprise a die cut sleeve featuring glossing, embossing and foil blocking, which is secured by a gold foil tamper seal to a patterned lift-lid box.

“Inside, the sweets are collected in individual branded bags surrounded by layers of tissue paper for a premium feel.”

A series of colourful patterns were used across the brand’s range to aid differentiation and visually represent , what it describes as, the intense sweet, sour and fizzy taste explosion that consumers can get from the sweets.

“It’s about reminding grown-ups of those amazing taste sensations from childhood but presenting them in a way that’s absolutely contemporary and adult oriented,” said senior designer Claudia Morris. And because the full pattern is obscured by the sleek and minimalistic black and white sleeve, you only get the full colour hit after purchase.”

It launches in stores, including Selfridges, at the end of this month.

Jealous Co-founder Imran Merza said: “We chose B&B Studio over other design agencies because of three main reasons. Firstly, they know how to create new brands and the proof is in the pudding with brands such as Peppersmith and Bear nibbles.

“Secondly, both owners of B&B studio Shaun and Kerry have come from big agency backgrounds but then have taken the plunge of starting their own business. This was an important factor, as we felt they would know the emotional roller coaster of starting a business and would be empathetic towards our cause. We probably would not have got that from a bigger agency.

“The third main factor was after we met Shaun and Kerry we just clicked, the chemistry was there from the beginning and they got our vision from the very start. The team has given us 100% from day one and have held our hands all the way and we are very pleased with the results.”