Afterhours - Sweet Freedom

" Strategy, identity and packaging for the relaunch of Sweet Freedom, a range of all natural ‘Free From’ fruit syrups and sweet treats that are suitable for diabetics.

The creative concept is built around the insight that these products are a ‘Dream come true’ for those watching their sugar intake who therefore feel that many of the sweet treats they crave are ‘forbidden’. All natural and with fewer calories, Sweet Freedom gives everyone permission to enjoy a little sweetness in their lives…

To capture this sentiment, each product in the range was assigned an emotional character – charming, woodland creatures that embody the ‘always sweet, always natural’ spirit and values of the product and the brand.

Each animal was chosen to reflect the colours and character of each delightful variant and its ingredients and rendered in a simple, naïve style using a soft, watercolour treatment to reflect the natural qualities and textures of the products.

The natural, white highlight of each animal’s belly creates the central canvas for the branding and messaging whilst the colour palette of the outer edges of the labels is designed to blend naturally with each product making the labels appear to blend seamlessly into the bottles themselves. This allows the animal to come to life across the entire surface of the bottle, creating a three dimensional impression on shelf.

Indulgent, confectionary cues are subtly injected through use of foil blocking on logo and product titles and watercolour, leafy green shelf–ready packaging creates a natural ‘home’ for the range in fixture."

Designed by Afterhours