Jelly Belly
PROJECT
Jelly Belly Style Guide
As one of the world’s favourite confectionary brands, Jelly Belly was looking to expand its licensed product. A style guide refresh was needed for both food and non-food categories. To differentiate between the two, the falling bean pattern was kept for food packaging, whilst a 2D bean pattern was developed for non-food packaging.
This allowed the brand to expand into lifestyle products as opposed to merchandise. Concepts for product collections inspired by the bean flavours were also created to support marketing activations and collaborations.
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