Sweet Freedom

Strategy, identity and packaging for the relaunch of Sweet Freedom, a range of all natural ‘Free From’ fruit syrups and sweet treats that are suitable for diabetics.

The creative is built around the insight that these products are a ‘Dream come true’ for those watching their sugar intake. All natural and with fewer calories, Sweet Freedom gives everyone permission to enjoy a little sweetness in their lives.

To capture this, each product in the range was assigned an emotional character – charming, woodland creatures that embody the sweet, natural and free spirit and values of the product and brand. The animals were chosen to match product colours so that the outer edges of the labels blend seamlessly with with the bottles allowing the animals to come to life across the entire surface, creating a three dimensional impression on shelf.

  • Client - Sweet Freedom
  • What we did - Strategy, brand identity, packaging, tone of voice
  • Award - Silver Pentaward