BRANDING & PACKAGING DESIGN
Turning trends
into treats
DESIGN FOR DEVECI BRANDS
THE ASSIGNMENT
Build a candy brand people want now
Candy trends move quickly. New flavours appear, products suddenly go viral, and what catches attention one week can disappear the next. Toppie approached REGGS with a clear ambition: create a candy brand that feels fresh, playful and relevant. Not just another sweets brand, but a destination for products people are excited to discover.
Together with the client, we developed the brand from strategy to shelf and screen, shaping the positioning, logo, tagline, packaging and website. The result: Toppie. A bold and energetic identity designed to stand out while leaving room to grow.
The identity starts with a friendly and approachable logo, designed to work across compact packaging and crowded shelves. A rich deep-blue colour palette creates a strong visual foundation, helping the brand stand out while bringing consistency to an expanding range.
To sharpen the positioning, we introduced the tagline "World’s Most Wanted Candy", turning excitement and discovery into a simple and memorable promise.
THE ASSIGNMENT
Build a candy brand people want now
Toppie is built to spark curiosity. The brand combines a playful identity with the flexibility to welcome new products, flavours and ideas while remaining unmistakably Toppie. Bold packaging, cheerful visual cues and a connected brand system create consistency across an expanding range.
The first packaging designs brought this world to life through Wax Candy and Crystal Candy. For Wax Candy, we created playful illustrated worlds inspired by the shapes of the sweets, from stars and space adventures to underwater scenes and cheerful nature settings. Crystal Candy takes a different direction, drawing inspiration from crystals and minerals, with transparent packaging that puts the crystal-shaped sweets centre stage.
Beyond the shelf, the brand continues online. The website places products at the heart of the experience, supported by cheerful animations and direct TikTok integrations that connect consumers to the culture surrounding the candy.
The result is a brand that feels playful, current and full of possibility. Designed to grow, evolve and keep surprising people. Toppie, ready for what’s next.
THE CHALLENGE
Keep candy exciting
Candy trends no longer begin in supermarkets. Increasingly, they start online.
Driven by platforms like TikTok, products can suddenly capture attention and spark demand. For Toppie, the challenge was not only to respond to changing trends, but to build a brand flexible enough to grow, evolve and stay recognisable over time.
How do you create a candy brand that feels playful and current without losing consistency?
To make this possible, REGGS developed a flexible packaging approach that allows Toppie to introduce new products efficiently while maintaining a clear and connected identity, whether trend-driven or part of a growing core range.
THE RESULT
Designed for discovery
Toppie is built to spark curiosity. The brand combines a playful identity with the flexibility to welcome new products, flavours and ideas while remaining unmistakably Toppie. Bold packaging, cheerful visual cues and a connected brand system create consistency across an expanding range.
The first packaging designs brought this world to life through Wax Candy and Crystal Candy. For Wax Candy, we created playful illustrated worlds inspired by the shapes of the sweets, from stars and space adventures to underwater scenes and cheerful nature settings. Crystal Candy takes a different direction, drawing inspiration from crystals and minerals, with transparent packaging that puts the crystal-shaped sweets centre stage.
Beyond the shelf, the brand continues online. The website places products at the heart of the experience, supported by cheerful animations and direct TikTok integrations that connect consumers to the culture surrounding the candy.
The result is a brand that feels playful, current and full of possibility. Designed to grow, evolve and keep surprising people. Toppie, ready for what’s next.
THE RESULT
Designed for discovery
Toppie is built to spark curiosity. The brand combines a playful identity with the flexibility to welcome new products, flavours and ideas while remaining unmistakably Toppie. Bold packaging, cheerful visual cues and a connected brand system create consistency across an expanding range.
The first packaging designs brought this world to life through Wax Candy and Crystal Candy. For Wax Candy, we created playful illustrated worlds inspired by the shapes of the sweets, from stars and space adventures to underwater scenes and cheerful nature settings. Crystal Candy takes a different direction, drawing inspiration from crystals and minerals, with transparent packaging that puts the crystal-shaped sweets centre stage.
Beyond the shelf, the brand continues online. The website places products at the heart of the experience, supported by cheerful animations and direct TikTok integrations that connect consumers to the culture surrounding the candy.
The result is a brand that feels playful, current and full of possibility. Designed to grow, evolve and keep surprising people. Toppie, ready for what’s next.
THE CHALLENGE
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