Little Secrets - Rebranded

by Elizabeth Freeman on 06/07/2016 | 3 Minute Read

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Ever get that craving for something sweet in the middle of the night? Try Little Secrets and curb your appetite. Delicious milk, dark, and white chocolates are elevated with a touch of toasted coconut, sea salt and peanuts. Redesigned by Beardwood & Co., these colorful candies are packaged in fun pouches that are 100% Pinterest-worthy. 

"Start-ups are famously known for pivots. So when Boulder, Colorado-based dark chocolate candy start-up Little Secrets saw that their brand image was not aligned well with the sophisticated appeal of its products, it was time for a very bold pivot. Original packaging used cheeky illustrations of dragons and animals, making it look like a fun brand for children rather than a delicious brand for adults. So founder Chris Mears set out to give the brand a more premium and appetizing look, from top to bottom."

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"Brand revamp from NYC-based branding agency Beardwood & Co included logo and brand ID design, packaging, in-store displays and website. The new bullseye logo was designed to command attention atshelf, while the packaging uses top-down photography of Little Secrets pieces and the real ingredients used, to deliver mouthwatering appetite appeal. The subtle “speech bubble” pattern in the background infused in the pack reinforces the "secrets" of the brand’s playful personality."

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Designed by Beardwood & Co.

Country: United States


Creative Director: Sarah Williams

Design Director: Kimberly Dunphy

Graphic Designer: Samantha Allen

Web Designer: Michael Tyznik

Strategist/Account Manager: Trey Armstrong

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