Confectionery Identities

Liquorice allsorts, butterscotch, Kola Kubes – some of the better-known loose sweets on the market will be unveiling a new look designed by Bath consultancy Blue Marlin. The ú180 000 project is the result of a rebranding exercise by confectionery manufacturer Craven Keillor, which also makes Mint Imperials and Fox’s Glacier Mints.

The consultancy was appointed after Craven Keillor’s trade brand Sweetmate suffered a 10 per cent market-share loss following the relaunch of competitor Trebor Bassett’s branded range with new packaging two years ago. `Craven Keillor’s response was to launch a value range called Family Favourites, designed to offer more volume to consumers at a lower unit price,’ says Blue Marlin managing director Andrew Eyles.

The strategy flopped and the consultancy was appointed to `create design solutions that communicated vividly that Craven Keillor sweets were the most delicious in the market’, according to senior designer Mary Trueman.

After research, Blue Marlin regrouped products under Craven Keillor’s four sub-brands, Barker & Dobson, Keillor, Benson’s and Craven’s. New identities for the sub-brands and new packaging have been designed for the 60 bags in the ranges and the consultancy is now working on jar labels and roll packs.

`The brands are positioned strongly to reflect brand heritage and high-quality products which are familiar to consumers,’ says Trueman. `The packaging is visually striking. Product types are grouped into brands which are treated differently to give strong brand identity. The Craven Keillor logo is used to link the range.’