Bubs Turns the Shape of its Candy Into a Sweet New Identity

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Bubs became such an obsession during the Swedish candy craze of 2024 that demand reportedly reached 14 times what the company could supply.

Recently, Rob Clarke and Super Tuesday rebuilt the packaging around the candy’s oval shape, letting the magically squishy letters echo the product instead of sitting above it. Each flavor brings its own cheerful space while the oval keeps everything connected. While many sweets rely on mascots and busy flavor illustrations, Bubs makes the logo the treat. It’s as sweet and whimsical as candy should be.