Sweethearts Refresh
Overview
Sweethearts candy is traditionally associated with Valentine’s Day, with 90% of sales occurring during that week. The goal of this project was to rebrand & reposition Sweethearts to appeal to a broader audience, extending its relevance beyond a single holiday. This project targeted both 20–30-year-old couples as well as older consumers familiar with the brand. It was a SCAD group project by Jack Clarke, Anabella Hwang, & Caroline Cassidy.
Process
The strategy of rebranding focused on expanding the existing brand’s presence through marketing, events, & product enhancements. We restructured the brand overall to increase customer loyalty & drive year-round sales, as this redesign introduced new offerings to reach a more diverse audience. This redesign features repackaged Sweethearts for year-round enjoyment, organized themed events, like date nights with complimentary Sweethearts, as well as digital enhancements to the website with a custom Sweethearts message feature. Every initiative aimed to broaden the brand’s appeal, encouraging purchases across demographics while maintaining its iconic identity.
Design Outcome & Results
The rebrand successfully repositioned Sweethearts as a candy for all occasions, not just Valentine’s Day. The new packaging, experiential events, & digital features engaged a wider audience, increasing awareness, loyalty, & year-round sales potential. The project demonstrates how a classic brand can evolve while staying true to its heritage, creating a fun, versatile, & inclusive identity for both new & longtime fans.
