Making life taste sweeter
Despite success in the Selfridges and Harrods of the world, Jealous weren’t winning over the big players of FMCG retail. We immersed ourselves in their world to see how, with such a brilliant product range, they still weren’t being seen as shelf ready. It seemed their affiliation with a pretty boring ‘free from’ aisle was holding them back from running with the likes of Rowntree’s and Haribo. Internal workshops revealed household names were drawing the eye of our everyday sweet-toothed consumer.
LoveGunn decked Jealous out with a new look - a bold and playful brand that still managed to feel mature, whilst still tapping into the childhood nostalgia that sweets = happiness. We still focused on the plant-based benefits, but it was no longer their defining feature. ASDA were the first to fall for our bold palette and playful charm, and the brand now reigns supreme in UK multiples and stores across the nation. Best of all, Jealous recorded a landslide revenue of $4M. Jealous? You’re welcome.
Through workshops, market research and mystery shopping exercises, LoveGunn built out a robust strategy to get Jealous Sweets Flying on AND off the supermarket shelves. We tapped into the zeitgeist of veganism and created a brand that was so much more than a simple on-pack design. Filled with positivity and good vibes, we positioned the Jealous brand around self empowerment.
Reimagining what an adult sweets brand could be, LoveGunn applied bold colour blocking and pattern to packs alongside hero stand out typographic lockups that spoke directly to customers, empowering them to make healthier, happier choices when it came to treating themselves.
LoveGunn designed individual patterns and colour ways for each of the Jealous Sweets six signature flavours. Everything from studio art direction to packaging scu's were considered as we created a brand structure that a period of 3 years welcomed in 6 new flavours and 18 new packaging scu's. We even helped Jealous migrate onto Amazon and Shopify as well as activating ina and out of store experiences.
