CLIENT //
Hälsotreats
INDUSTRY //
health food, chocolate, confectioner, sugar-free dessert
OBJECTIVE //
Develop the brand for a new Swedish health foods company focusing on sugar-free and low G.I. chocolates and confections.
BACKGROUND//
Hälsotreats aims to become a lifestyle brand and aspires to create a new niche in the Swedish food industry. The ambition is to make healthy, nutritious candy a standard choice for all consumers.
UNDERSTANDING THE AUDIENCE
To craft a brand that engages a target audience it’s vital to understand that audience first. I use industry research, competitor analysis and insights from customer data to fuel each brand strategy – which begins with the areas below.
MISSION
To make it possible to enjoy a daily treat with no harm to the health and to even give positive health effects.
TARGET MARKET
Both “regular” candy consumers as well as health-conscious consumers—appealing to grown-ups and elderly alike—looking for premium but affordable guilt-free desserts.
CUSTOMER EXPERIENCE
To take the guilt away from eating a delicious, decadent treat.
BRAND POSITIONING & STRATEGY
Hälsotreat’s brand values set the tone for the visual brand and for the customer’s brand experience. They were developed to reflect the target market’s values and desire to seek out new adventures in whiskey.
AREAS OF FOCUS
DELICIOUS
Delicious and wholesome sweets & snacks that take the guilt out of snacking.
100% GOOD
High quality ingredients
Healthy, active lifestyle
Charitable giving
FUNCTIONAL FOOD
Nutrition benefits
Medical benefits
Fitness-focused
BRAND VALUES
HEALTHY
We care for your health with ingredients high in fiber & protein but low in sugar, GI and fat.
TASTY
We take your favorite tasty sweets & treats and make them healthier.
GIVING
We aim to improve nutrition and health in the developing world by working with charities.
CREATIVE
We continue to experiment to find innovative & interesting flavours.
HONEST
We are transparent with our food and use no hidden ingredients.
AMBITIOUS
We aim to create a new niche for healthy sweets in the food industry.
THE LOGO
Strong logos embody a brand’s values and communicate with customers using a visual language. The descriptions below detail how this logo was crafted to meet the brand values and mission.
Custom script typeface is clear and easy-to-read for older audiences but is friendly and polished to appeal to a wider range of adults and children. This script has a hand-drawn look to convey that the product is handcrafted, yet is still clean, modern, and deliberate.
Written as one word in order to follow Swedish grammar. Use of two typefaces and case treatments enhances the legibility and comprehension for global audiences.
Clean, modern typeface balances the bright colours and playful script, allowing the brand to have an essence of maturity and gives a high-end look to the overall appearance. The rounded edges and attributes of this typeface makes it friendly allowing it to pair well with the script font.
‘INNOCENCE’ SHAPE
The letter ‘o’ within the logo has been carefully drawn to suggest the shape of a head with a simple halo gracefully hovering above it. This graphic element helps to reinforce the idea that these sweets are ‘innocent’ for your diet and you can feel good about treating yourself with them. It also can also have a double meaning that can insinuate that the treats taste ‘heavenly’. By including this shape as a subtle feature, we are integrating an element of playfulness and energy in a way that is still mature which allows the logo appeal to span across a wide range of ages.
TEXTURES INSTEAD OF PATTERNS
The brand patterns use subtle, abstract textures to reflect the taste of the flavours, including hearty chunks of chocolate to reflect chocolate chip flavours or light and dreamy flakes for coconut flavours.
ICONS
The brand icons are used on packaging designs throughout the family of products. Simple, clean lines allow the icons to be elegant yet easy to understand and coordinate with the typographic style of the brand.
PACKAGING FAMILY
In order to create recognizable packaging throughout the product range, several brand elements are featured on every packaging design.
The unique ‘halo’ element is featured on all packaging to highlight the innocent/guilt-free aspect of the products. Fun abstract patterns gently support each product by referencing the flavour or product and customised hand-drawn elements help to draw attention to the flavours while the varying styles help support differentiation.
