PACKAGE REBRANDING

DULCE

indesign | illustrator

I was tasked with enhancing and rebranding a product bought from a dollar store or a generic brand. My goal was to upgrade the packaging to position the product for sale at a higher price point. This rebranding project involved creating a new logo, as well as designing and fabricating the packaging.

When at the dollar store I saw a few things that caught my eye, but one product gave me nostalgia and stood out: sour bubble gum candy.

ORIGINAL

PRODUCT

Cry Baby Extra Sour Bubble Gum

WHO? America’s Favorite Candy Company Tootsie Roll Industries, LLC manufactures and sells some of the world’s most popular confectionery brands.

Tootsie’s brands include some of the most familiar candy names: Tootsie Roll, Tootsie Pop, Charms Blow Pop, DOTS, Andes Mints, Sugar Daddy, Charleston Chew, Dubble Bubble, Razzles, Caramel Apple Pop, Junior Mints, Cella’s
Chocolate-Covered Cherries, and Nik-L-Nip.

They’re sold in a wide variety of venues, including supermarkets, warehouse and membership stores, vending machines, dollar stores, drug stores, and convenience stores.

THE NEW BRAND

When it comes to candy we are all like a kid in a candy store.

When it comes to candy we are all like a kid in a candy store. Dulce makes a variety of fun treats to share with family and friends. Dulce is for all age groups, cultures, and demographics, for all events and occasions, and in all economic climates, making them truly timeless, classic sweets.

We give back. We also realize people face very real challenges to their happiness and wellbeing. Protecting the environment is
very important to us and we pride ourselves in making a difference. We use all recycleable packaging and no single use plastics.

WHO IS THIS FOR ?

Primary

Dulce is a candy brand that targets kids. Packaging should be colorful, attention-grabbing, and stand out on the shelves. By incorporating a character into the design and branding, children will have a greater connection to the product. Using cartoon-style characters adds a dose of personality that will make Dulce more memorable. The packaging itself provides an additional more personal experience than other competitor brands. Kids will choose this sour gum as a kind of challenge they can do with their friends and the packaging should relay this “challenge”. Kids’ parents will most likely be the ones making the purchase and this brand would be endearing for parents who look for a company that does a little more for their kids and their futures.

“I brought Dulce sour gum to school and I beat all of my friends because I chewed it the longest”

“My little sister can barely chew the gum 10 seconds but I chewed it for 40 seconds”

“I tricked my friend saying it was a normal gumball and they spit it out so fast it was so funny”

Secondary

Outside of kids, I think that adults looking for a nostalgic purchase would be a secondary audience. Thinking about their childhood and wanting to feel the joy of being a kid again, they would be inclined to buy this product. The branding is colorful and for kids but a little retro and not so childlike that it would turn away an older audience completely. It’s Nostalgic but fresh.

“I have a little sister Molly- and we used to ride our bikes up to the 7-11 near our house and buy as many pieces of Extra Sour Bubble Gum as we could afford. We would take it to the park and dare each other to eat pieces until our faces were so puckered we couldn't stand it anymore! I can specifically remember eating about 3 pieces of the apple and feeling like I just couldn't take it anymore... I was going to have to spit it out but wait, then she'd win! Chewing the sour gum for long lengths of time was like a trophy!”