CHALLENGE

Black Forest needed a premium design system that would both justify its higher price point and reinforce its real fruit juice ingredients—all while standing out in a crowded gummy aisle. At the same time, the brand had to introduce an Organic line that could cut through the clutter, signal quality, and resonate with consumers seeking better-for-you candy options.

SOLUTION

The answer was a refreshed brand identity centered around taste, anchored by a new tagline and updated illustrations. I developed a clear communication hierarchy to spotlight the “made with real fruit juice” claim, ensuring it signaled quality across all tiers. I directed new gummy and fruit illustrations with a cohesive, appetite-appealing style. To distinguish the Classic and Organic lines while maintaining brand consistency, the Classic packs retained a playful tone, while the Organic line adopted a more premium look with a deepened green background and the removal of the window. This was a major win in gaining shelf space with retailers, as the two lines offered a clear point of difference.

TEAM

HBX Branding

SKILLS

Brand Strategy | Art Direction | Design Systems & Architecture | Adaptation & Mechanical Management | Illustration Direction