Perfecting a new confectionery brand

WPA Pinfold have recently created a new name and brand for Edge Confectionery, in collaboration with Jake S.A. of Spain, to market their innovative sweet concepts.

Introducing our latest brand project. Developed and launched during the first lockdown period and now launching nationally across 500 stores. Perfectionery is the new name and brand we’ve created for Edge Confectionery, in collaboration with Jake S.A. of Spain, to market their innovative sweet concepts.

Edge Confectionery has a strong reputation in the value-end of the market and was looking for a brand that could build on its foundations to develop a proposition beyond pricing. They have been sourcing, importing and distributing confectionery to the UK for 30 years. Now was the time to launch their own brand to help avoid the seasonality of their current products.

Having reviewed trends and insights into the market, it was clear that the trend for healthier sweets, along with the ability to portion control, was an opportunity. We were also aware that although the product was healthier, it was still a treat and needed to retain the fun and excitement element of children’s confectionery.

The new product launch consists of 3 different flavoured healthy gums, in 200-gram bags, and has successfully reached the retailers during the lockdown.

Each colour-coded bag features a character hand-painted illustration with complementary hand-drawn expressive typography; and the back of pack features fun facts about each animal, with a resealable sticker for portion control.

“All the way through the process WPA were very approachable, easy to deal with, and above all hit the brief. They developed a brand that has hit every point that both Edge Confectionery & Jake S.A. wanted to achieve. The rebrand achieved national listings in over 500 stores” - Managing Director, Edge Confectionery
, Managing Director, Edge Confectionery.

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