SEE'S CANDIES RE-BRAND & BRAND GUIDE

Through conducting demographic, and psychographic research, we were able to develop several personas that would aid us in finding our creative solution. Ultimately, we identified See's core values being quality, tradition, honesty, and care. From this we were able to orient out visuals to align with these values while still effectively communicating with our target audience.

The See’s logo was redesigned to speak to a new audience while still holding onto the brand’s classic style. See’s has become such a recognizable brand that the “Candies” portion was cut out to make the logo simpler and more refined. One of See’s recognizable branding traits is their use of checkered patterns, so we replaced the apostrophe in “See’s” with a checkered embellishment. We also included “Established 1921” in the logo to honor See’s long-standing and honorable reputation. Our color palette keeps with tradition, referencing Mary See’s Pasadena black and white kitchen back in 1921. To enhance and tailor this rebrand to Gen Z, we introduce "See's Blue", a bright new addition to the existing palette. It represents both a bright and relatable future for our Gen Z demographic while maintaining the quality and sophistication of brand. The toffee shade is included within our palette to complement the blue and used sparingly in package foil. Our typography and additional iconography do their parts in referencing the traditional with a contemporary flair.