TNCC

The Natural Confectionery Co. (TNCC) has long been a pioneer in the confectionery space; maintaining their position of "better for you" sweet treats. Yet, as the landscape has evolved, TNCC's unique position began to blend in with the competition. The challenge was not just to stand out again but to redefine what it means to offer a superior product —not by being the healthiest option, but by providing a smarter indulgence in a market full of extremes.

Read on to learn how we successfully refined TNCC's purpose, assets, and visual identity to more accurately reflect the brand's essence; ultimately empowering modern families to indulge in the happiness confectionery brings, free from the weight of guilt.

/ Project Scope

Consumer & Cultural Insights, Portfolio Strategy & Architecture, Brand Identity, Visual Identity, Packaging Design, Product Design, Animation & Motion Design, Bespoke Illustration & Typography, Production Management, Distinctive Brand Assets Management

In today's fast-paced world, the beauty of life's small moments often slips through the cracks of our packed schedules and endless responsibilities. Yet, it's within these moments that the magic of real connection, joy, and discovery lies waiting. We recognized the potential of these fleeting experiences to leave a lasting impression and chose to celebrate them as our central theme.

This led us to the brand idea: "Real life is a treat." It's the authentic, unscripted moments that truly enrich our lives, offering genuine pleasure beyond the pursuit of perfection. To bring this concept to life, we highlighted the playful nature of TNCC's products, focusing on the enjoyment they bring to everyday situations.

Leveraging the strong visual equity of TNCC's white background, we sought to enhance its significance in the brand's visual evolution. By featuring oversized candies alongside whimsical characters, we created engaging scenarios that reflect the brand's unique character and appeal. These illustrations, filled with humor and charm, invite consumers into a world where TNCC is synonymous with fun, light-hearted indulgence.

As part of our continued efforts to innovate within the brand, we also contributed to the launch of TNCC’s first vegan offering. Housed in an attractive matte recycled green packaging and shaped like a distinctive leaf, this product asserts its place within the TNCC family while distinguishing itself through thoughtful design and environmental consideration.

Through consistent use of white backgrounds and playful illustrations, it reinforces TNCC's dedication to offering smarter choices in the confectionery aisle, ensuring that the brand remains connected to its roots while embracing a broader, more inclusive future.