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SmartSweets Gummy Worms Launch 2021
ART DIRECTION, ILLUSTRATION, PACKAGING & GRAPHIC DESIGN
SmartSweets Gummy Worms Relaunch Campaign

SmartSweets is challenging the candy aisle by offering delicious candy, without all the bad stuff! Gummy Worms were launched as a seasonal Halloween offering in 2020, and relaunched in spring of 2021 as a permanent product.

The design challenge was to bring excitement back to a familiar product. We decided to inject some colour into the launch of the moody purple pouch to highlight flavour variety and visually align to a springtime launch. A vivid rainbow gradient was the thread tying all physical and digital elements together, from printed Gummy Worms "trading cards" to gifs available for use on Instagram. 

DESIGNED IN-HOUSE AT SMARTSWEETS • PHOTOGRAPHY BY VELOUR PRODUCTIONS
To support the launch on social, a variety of gifs were designed to highlight both Gummy Worms and its integration into the SmartSweets family of product.
SmartSweets Gummy Worms Launch 2021
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