See’s Candies is an American manufacturer and distributor of candy and chocolates. It was founded in November of 1921 by Charles See, and his mother Mary in Los Angeles, California. See’s has expanded from one chocolate shop to over 200 shops across America, offering over 100 varieties of candies and chocolate. The See’s brand views itself as a leader in the premium candy and chocolate industry, yet that philosophy is not reflected in their logo and graphics. The brand image looks old and outdated, and is failing to embrace a new generation of consumers. Rather than cling to its former glory, See’s needs to bring innovation and creativity to its brand.
The new See’s philosophy showcases the power of art as a means of communication with an audience. See’s aspires to use art as a looking glass into other cultures, promoting the great diversity that exists around the world. The new See’s partnership with emerging local artists will transform every See’s package into a canvas of distinctive designs. The new See’s brings exclusive works of art to consumers alongside their classically elegant candies. It is targeted to people with sophisticated palettes, who appreciate art and design as much their decadent sweets.
The new See’s logo is based on the font ‘Replica.’ It is set in all lowercase to achieve a harmonious balance between the logo itself and negative space. ‘Replica’ is similar to chocolate, in that they both have a silky and structured look, along with a smooth and rich taste. Using a lowercase ‘e’ creates a rhythm that softens the structural character of ‘Replica.’ The rationale behind flipping the second ‘e’ in “See’s” is to convey the company’s new focus on showcasing works from selected artists from diverse cultures. The type is set with the font ‘Fabriga’ because of its clarity, well-balanced proportion, and subtle tone when words are put together. ‘Garamond’ is set as a secondary font to deliver a friendly message to the consumers. ‘Garamond’ is a timeless masterpiece that is elegant while never feeling overly ornate or showy. The new packaging forms are inspired by gallery walls, podiums, and architecture. All of the packaging has one shaded side to enhance the dimensional quality, while the other side offers a preview of the artwork that awaits inside. The packages are sealed with a food-safe, FDA-approved UV coating, and aluminum foils to protect the artwork from being damaged by chocolate oil. The drink bottles are packaged in glass to keep the coffee clean, fresh, and safe.
This new brand identity, with its fresh design forms and minimalist graphics, will attract a new generation of consumers from different walks of life. Moreover it will enable the See’s company to create common ground and encourage empathy toward a more inspired world.