FERRARA CANDY CO
Brand Foundation | Brand Narrative | Package Design | Product Narrative | Illustration
Candy is a simple thing. Or, at the very least, it should be. That was the candy-making truth in 1908 at Ferrara Pan. And a hundred years later, not much has changed. (Which is wonderful, from our perspective.) Numerous iconic brands were born at Ferrara, including legendary anchors Lemonhead, Red Hots and Boston Baked Beans, candies you no doubt remember fondly. Thankfully each continues to be made today in small batches.
But memory only goes so far. Neltner Small Batch was called to romanticize the legacy of Ferrara Pan Candy Company, while making the brand more relevant to today’s candy consumers.
The first step was a refreshed brand foundation. A new positioning was created — “Life Takes Candy” — to embrace the spirit found within the life’s simple pleasures. A seal was crafted that stamps each product to proudly boast Ferrara’s local heritage and artisanal panning process. Copy lines and origin stories were created for Lemonhead, Red Hots, Boston Baked Beans, and historic characters Johnny Apple Treats and Alexander the Grape were revitalized with a fresh new spirit. New packaging was developed. Distribution chains were energized. The sales force was jazzed. And a great old brand emerged renewed. Talk about sweet.
Creative Director – Keith Neltner
Brand Leader – Andi Bussard
Writer – Jeff Chambers
Illustrator – Rob Warnick, Tom Post
Art Director – Keith Neltner
Designer – Chris Dye
3D Illustrator – Daren Crigler