Turning Candy

into Culture:

The Branding Behind

Berry Strange’s Breakthrough

Client spotlight:
berry strange

Berry Strange is a whacky candy company that brings joy and excitement to candy lovers by crafting uniquely delicious bite-sized taffy with whacky fruit flavor combinations, creating an unforgettable and playful candy experience.They envision their brand becoming a cultural phenomenon that is synonymous with creativity, joy, and surprise.

the challenge

Berry Strange was facing difficulty breaking into a highly competitive candy landscape with classic candy giants. If Berry Strange could not find a way to differentiate themselves, they risk falling into the sea of noise eventually fading out of business.

HOW WE SOLVED IT

Mascot-led branding: Instead of following competitors' lead with a simple wordmark, we introduced a lively mascot supported by a cast of fun side characters.

Expressive, playful typography: We swapped "safe" sans serifs for more dynamic, warm, character-rich fonts, building immediate emotional engagement.

Bold color palette: We broke free from industry-standard reds, blues, and browns, and embraced high-contrast purples, yellows, greens, and oranges to command shelf attention.

Merchandise as memory: We designed a small line of merch to serve as take-home mementos, reinforcing brand loyalty beyond the initial purchase.

Future-proofed storytelling: By creating characters and lore, we opened the door for future expansion into animated shorts, comics, or collectible campaigns.

We crafted a full brand identity system rooted in the Creator and Explorer archetypes, using playful mascots, expressive typography, and a bold color palette to spark emotional connection and future-proof Berry Strange’s brand storytelling.

bRANDING DESIGN

We developed a strategic positioning that reframed Berry Strange as not just another candy company, but as a cultural phenomenon, empowering their team with a brand guide and one-page cheat sheet for consistent, engaging marketing execution.

BRAND STRATEGY

PACKAGING DESIGN

To captivate shelf attention and differentiate from legacy brands, we designed vibrant, high-contrast packaging featuring whimsical characters and dynamic layouts that instantly communicated the playful spirit of Berry Strange.

PRODUCTION DESIGN

We expanded the brand experience beyond the candy itself, concepting a merchandise line that turned customers into brand ambassadors and helped deepen emotional attachment through physical, collectible mementos

THE RESULTS: BRAND IMPACT

The new brand identity sparked a real buzz among both Berry Strange’s team and its customers.

Initial feedback from staff showed more excitement and a deeper emotional connection to the brand story — a huge boost for team morale and content consistency. With a fun, easy-to-follow brand guide and a simple one-page cheat sheet, the Berry Strange marketing crew now feels confident in creating engaging, on-brand content without any hesitation.

By focusing on storytelling and building a world of characters that can grow, Berry Strange didn’t just stand out in the market — they also set the stage for future campaigns, merch lines, and even potential animated projects. Most importantly, Berry Strange is no longer at risk of blending into the background — they’ve boldly claimed their spot as the imaginative challenger brand in a crowded industry. A strong, story-driven brand isn’t just about design — it’s a smart business growth move.