McCrea's
CANDY COMPANY / B2C
OVERVIEW
After five years in business, McCrea’s Candies, a small, family-owned company that specializes in painstakingly crafted gourmet caramels, knew its brand and physical packaging were in dire need of a refresh. The new look needed to elevate McCrea’s to a level where it would fit in with the other gourmet candies on the shelf, yet still stand out from the crowd.
Changing the packaging wasn't going to be as simple as updating the visuals, the current packaging of cheap plastic tubing would not suffice. Another thing we kept in mind was the when the package type itself, the actual packaging process has to change internally as well. As a company that does all of its own hand packaging on site, McCrea’s needed a solution that would be versatile enough to accommodate a variety of different caramel quantities, sizes and flavors without breaking the bank.
By all accounts, McCrea’s packaging redesign and rebranding was an instant success. Right out of the gate, desirable companies – like Starbucks – took note of the new look and began inquiring about possible partnerships. McCrea’s mission is simply to “make the world’s best caramel.” With the power of this clean, stunning new design backing the shockingly good quality of their candies, they now have a look almost as good as their taste.
Competitor Analysis
Brand Development
Brand Tone/Voice
Key Messaging/writing
Logo Standards
Illustrations
Packaging
Print Collateral
eCommerce Website
RECOGNITION
Summit Creative Awards: Gold
AIGA Design Show
Graphic Design USA
Multi Purpose Box
McCrea’s existing packaging clearly wasn’t hitting the mark, with some caramels packaged in flimsy, cheap-looking boxes and others in heavy wooden crates. The caramels are sold in multiple different assortments and quantities. So, to cut down on costs and encourage brand consistency, we created one base box that can be slightly modified to accommodate four different packaging needs. Now, instead of having to manufacture three separate containers, McCrea’s can simply swap out the label and add a few dividers to the same box. We also helped guide McCrea’s through the production process, researching potential manufacturing vendors and providing all the materials and digital files they needed to make it happen.
Before and after comparison
 Before Logo |  After Logo |  Before Packaging |
|---|---|---|
 After Packaging |  Before Packaging |  After Packaging |