Aliment St-Germain has been importing candies, nuts and chocolates for more than 30 years. It was time to launch their own retail brand. Understanding the market is changing, there was an opportunity to launch a plant-based candy for consumers looking for good-tasting alternatives. Pigeon was tasked with developing the brand strategy, the name, and to create a whole new brand universe that would set this new option apart.

The plant-based candy industry is always focused on showing its sweets as “healthy” and “green” with neutral colors and no fun. Especially true when placed head-to-head with traditional candies which are bright, bold and loud. We wanted to bring a new wave of plant-based options that were not boring, and that vegans, vegetarians, flexitarians or just anybody looking for plant-based options without compromising could identify with. We created a strong, bold, and nostalgic brand that breaks through the traditional plant-based category conventions. Candies are fun and should stay that way. We developed a name that can also be interpreted as a sound, WOWOW, so it’s even more memorable. The logo brings back a sense of 90’s nostalgia with big and bold letters that remind us of street arts, so popular in that era. The deep, dark purple differentiates the pack from the neon colors we often see in the confectionery category. The strategically placed window not only show the candies inside but also mimics a smile. The disruptive design was extended across multiple communication channels, including social media, website, and shipping boxes.

A new plant-based candy that clearly disrupts the category while challenging the traditional ones.