Peppersmith
Never settle.
Brand Strategy. Name Creation. Visual Identity. Packaging Design. Copywriting. Artwork. Print Management. Brand World.
Nine years after we created the Peppersmith brand as a challenger to the mainstream mint and gum category, we refreshed the design for greater impact. Moving away from the functional dental and sugar-free messages the brand had adopted in recent years, our repositioning led to an emotionally-engaging lifestyle aesthetic with bold graphics that celebrate every aspect of this better-made, better-for-you product.
SMALL PACKS, BIG PERSONALITY
A new bolder logotype is given room to breathe on the new pack design, with full bleed colour enabling impact and differentiation. The copy on each pack is stripped back in place of wrap-around lettering and playful phrasing to reinforce the punchy flavours. In addition, the packs are now plastic-free thanks to the removal of an outer film wrapper. Beyond pack, the new identity introduces brand messaging that celebrates high quality ingredients, with large scale images of spearmint and peppermint leaves, lemons and strawberries, heroing these all-natural flavours.
The new design gives Peppersmith a much more contemporary look, with clearer messaging and better stand out in an increasingly competitive category. It’s a rebrand that both embraces the brand’s functionality while communicating its benefits through desirable lifestyle imagery.
“With a more streamlined aesthetic and bolder tone of voice, B&B has reinforced our position as a leading challenger brand with a strong personality, setting us on a path for future growth.”
Mike Stevens, Founder of Peppersmith
