Swedish Fish redesign - Bulletproof

Swedish Fish redesign

Project Clients: Mondeléz International

Brief in brief: 

Swedish Fish arrived in the USA in the late 1950’s as an import from Sweden and over the years, this fish shaped candy has become entrenched in US candy culture with a fiercely loyal following. With the last redesign carried out over thirty years ago, the brand was looking tired and old fashioned and lacking relevance for the modern consumer. Bulletproof were briefed to modernize Swedish Fish with a bold design that would clearly communicate its lighthearted, witty personality and the new brand positioning, ‘Positively Unexpected’, while maintaining and strengthening its core equities.

Our thinking and doing:

The quirky soul of Swedish Fish and the one-of-a-kind red fish product have endeared the brand to generations of candy fanatics. As the competition has intensified at shelf, the intrepidly iconic brand found itself lacking the cut-through stature it needed to engage fans both old and new. Working from the brand’s new ‘Positively Unexpected’ brand positioning, we sought to restore this giant of the candy world to its rightful heroic status. To get us there, the packaging had to keep the quirk of the Swedish Fish brand alive while amplifying its visual punch. The final concept, ‘Legendary Fish’ shows a glimpse of our classic fish being hurled (somewhat uncomfortably and unwittingly) by a dynamic blue wave. This bold badge shouts out the refreshing flavor of this soft and chewy star and puts the spotlight squarely back on the brand.