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.
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.