Swedish Fish Brand and Packaging Redesign

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.