Maynards Bassetts


Design Agency: Bulletproof
Project Type: Produced, Commercial Work
Client: Mondelez International
Location: London, UK
Packaging Contents: Confectionery

Much-loved confectionery brands Maynards and Bassetts are joining forces to reinvigorate adult candy with a brand to lead and inspire the category. This master brand revamp, which includes new branding and a total packaging redesign was handled by strategic brand and packaging design agency Bulletproof.

Reviewing the category, it was clear that Mondelez International could re-establish its credentials in the adult candy segment and reawaken adults’ desire for candy products. Wanting to reinvigorate the brands to allow consumers to bring a sense of lightheartedness silliness, the brand owner arrived at the notion of ‘A bit of British Bonkers Inventiveness’ to capture the heritage of the two brands that is supported by the individual, quirky product assets.

Armed with an understanding of the key brand attributes and equities as well as a deep dive into how we could potentially express Britishness, Bonkers-ness, and Inventiveness, design platforms were created to which a number of creative concepts emerged.

Commenting on the project Bulletproof says: “We were given the exciting opportunity to bring two iconic confectionery brands together under one master brand approach, while maintaining the unique character and personality of each individual product, such as Jelly Babies and Liquorice Allsorts.

“Fuelled by the idea ‘fun at the factory’ that was inspired by the thought of quirky and inventive factories of Maynards and Bassetts, we created a Maynards Bassetts plaque that sits at the heart of the pack. This became a conduit where the intrinsic values of the products tumble in through the top and out again turning into a wonderful, colourful and dynamic flavour slide that delivers the sweets or characters, such as Bertie, in a dynamic and exciting way. We then crafted each product identity to reflect the sensorial experience and unique personality of the different sweets.”

The redesign includes the introduction of a NPD, Bertie’s Jelly Mix featuring an assortment of jelly sweets in deliciously fruity flavours and iconic shapes. In addition to the NPD, the portfolio of classic British favourites will include Wine Gums – the UK’s number one selling sugar bag – Jelly Babies and Liquorice Allsorts, all containing natural colours.