Dwight's Candy | Brand Identity & Packaging Design

CLIENT BRIEF

The scope of the project

The client. Dwight's Candy & Jello is a playful sub-brand of the British food giant Morton & Co., known for its classic and timeless offerings. With Dwight's Candy, the company ventures into a bold, youthful territory to captivate a new generation of sweet lovers. Launching with three irresistible flavors—strawberry, cocoa, and lemon—the brand aims to combine nostalgia with a fresh, vibrant twist.

The brief. Create a distinctive visual identity and packaging design that breaks through the cluttered candy aisle. The brand must feel colorful, energetic, and irresistible, with an innovative packaging concept that sets it apart from competitors. The design needs to capture attention at first glance while delivering a fun and memorable experience for its audience.

Keywords

ICONIC

COLORFUL

POP

ENERGETIC

IRRESISTIBLE

THE PROCESS

From drafting to refining

As usual, I started by sketching out ideas. Pretty soon I realized the logo had to be a logotype-only logo (or a wordmark, at best) to allow the packaging to shine. I then drafted the packaging and two illustrations to use in patterns later, or standalone as stickers, for example. Aligned with the brief, they both make a pop culture reference to the TV series The Office — one illustration being Dwight Schrute's face while the other is his stapler, which was put in some yellow jello in a famous prank during episode 1. I then moved to the longest phase: developing and refining everything on my computer.

THE PROCESS

Final result

A puffy, friendly, black & white logo on a colorful, enticing packaging design that grabs attention and conveys energy and positivity.

VISUAL LANGUAGE

Typography & Colour Palette

For the stand-out colour I am going for Electric Indigo. Sitting between blue and violet on the color wheel, indigo combines traits of both, resulting in a colour that is calm, methodical, and creative at the same time. As to the typography, for both headings and body text I am choosing Source Sans 3, because it reinforces the blend between professional efficiency and a friendly touch, that other sans serif typefaces usually do not have.

MOCKUPS

The visual identity in action

It is time now to work on some mockups and bring the visual identity to life one of my favourite parts of the design process. An illustration of tangled thread may work perfectly in the background of a laptop, while a branded water bottle is great in showcasing the visual identity on a physical object, especially in case merch will be made for the brand. Finally, two more laptops with the landing page - in light and dark mode - I designed for Binder as they go through the market-fit phase while bring investors together.