SWEETORIA
candy multiverse
Bucuria chain of candy stores has been the love of Odessans since 2020. But in 3 years, the company has reached a point where it is necessary to decide: “Either we are satisfied with what is, or we lay the foundation for future scaling and development.” As you already understood, the client chose option 2 and enlisted our support.
The existing naming and branding of the chain is based on the name of the candy manufacturer’s factory, and this limited the owners’ ability to speak more loudly about the multi-brand nature of the assortment.
In order to grow and become more powerful players in the market, it was necessary to separate from the association with one manufacturer.
Another task was to rejuvenate the audience — to make the brand more attractive, more interesting and with the possibility of developing into a major player in the category.
In his stores, the client collected candies from different countries of the world and even from different times, so that a person can travel to his childhood and different countries with the help of taste. So we saw that with the help of candies you can travel in time and space.
For example, to get into a parallel world where people are happy with toffees, with seals flying out. Or send your own children to their own childhood with the help of candy.
Thus, in its space, the former Bucuria created a multiverse, which is built on one hypothesis: “Candies are the basis of separate worlds for each person.”
This hypothesis of creating a candy multiverse in different corners of Odessa was included in both the general concept and the name.
The human world is filled not only with facts and surrounding objects, but also with stories. They are islands, continents and planets that form these multiverses for each of us.
For this project, we developed an arched lettering. It is associated with a portal that calls us to a fantastic world where childhood and adulthood get along.
The identity was supplemented with a set of icons that partly demonstrate the store’s assortment and are a reference to small and cozy planets, as in Exupery’s novel. This is how we reinforce the concept of the candy multiverse.
Bright colors without words suggest associations with impressions and expectations from stores, and the style in general creates an atmosphere of joy and celebration for both children and adults.
Every time we are approached by customers with large-scale ideas, our eyes light up. So meetings with the owner of the future brand turned into exciting conversations about our industry, where we exchanged experiences.
So if you’re looking for a solution, naming, strategizing, identity and merch design can be an adventure for us, you and your team. After all, together is braver!
Project manager — Serhii Maksiutenko
Strategist — Lera Tykhomyrova
Art director — Yevhen Tomashevskyi
Creative director — Yulia Belyaeva
