Research
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Creative Strategy
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Concept Development
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Visual Storytelling
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Art Direction
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Logo & Naming
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Updated Brand Identity
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Product & Packaging Design
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Type Manipulation
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Illustration
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Pattern Design
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Spatial Design
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Event Branding
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Copywriting
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Advertising
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Web Design
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Collateral Design
Research | Creative Strategy | Concept Development | Visual Storytelling | Art Direction | Logo & Naming | Updated Brand Identity | Product & Packaging Design | Type Manipulation | Illustration | Pattern Design | Spatial Design | Event Branding | Copywriting | Advertising | Web Design | Collateral Design
The Idea
As someone with a huge sweet tooth I am often in the candy aisle of the grocery store. However, I have recently avoided eating any foods that use Red 40 dye, which includes one of my favorite candies of all time, Swedish Fish.
I had an epiphany, what if Swedish Fish got a brand re-fresh? Not only did the candy need improved ingredients, I noticed the packaging could really use a re-design as well.
Enter Manoco. Now part of the Swedish candy company Cloetta, we are here to finish what we started and reclaim Swedish Fish! Our new branding reconnects the candy to its original intent: celebrating Sweden’s fishing heritage. We’re transforming Swedish Fish into a culturally authentic, delicious, and playful treat, giving it the rebrand it deserves.
The Build
Our process began with research into the origins of Swedish Fish and how the brand has evolved. By exploring authentic Swedish and Scandinavian design, we discovered inspiration that guided the entire project.
We’ve evolved the visual identity with rounded typography influenced by Scandinavian aesthetics and shifted the color palette toward Nordic pastels, subtly signaling a “better-for-you” quality while keeping the classic candy intact. The smaller portion sizes reflect Scandinavian moderation and nod to Sweden’s fishing industry.
This refresh turns a familiar candy into a playful Nordic treat, blending authenticity, craftsmanship cues, and modern wellness aesthetics, all while retaining the iconic fish silhouette to preserve brand recognition.
Advertisement Campaign
Grocery Store Advertisement
Airport Advertisement
Beach Boardwalk Advertisement
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Storefront
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New List Item
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In Store Candy Bags
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Mobile Advertisement
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Full Mobile Advertisement
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Swedish Fish Boardwalk Pop-Up
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Tent Advertisement Flat
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Tent for Pop-Up
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Our Merchandise
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T- Shirt
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Tote Bag
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waterbottle
The Drawing Board
The graphic elements of the refresh are rounded and playful, echoing authentic Swedish and Scandinavian design. We even incorporated the diaeresis—those two small dots indicating a vowel change—throughout the packaging as a nod to the language and culture that inspired the candy.
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Packaging example
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pattern example
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logo breakdown
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Process
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Process
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Process
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Process
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Process
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Gathering Inspiration
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Gathering Inspiration
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Art Direction
