Owning Seasonal (Sour Patch Kids, Swedish Fish)

Halloween is the biggest moment of the year for the non-chocolate candy category and a critical battleground for Mondelēz in the US.

But despite powerhouse brands like Sour Patch Kids, Swedish Fish, and the Mondelēz Variety bags, visibility at shelf was holding the portfolio back specifically during Halloween, missing out on a crucial 3-second decision window at shelf.

That’s where we came in.

Partnering with Mondelēz US, we developed a bold, cohesive seasonal design system that boosts visibility, celebrates each brand’s identity and delivers strong consistency across every touchpoint.

The ambition? To win the 3 second decision window at shelf – and own seasonal candy moments year-round.

Starting with Halloween, the new system introduces a distinctive visual identity that’s immediately recognizable across the portfolio. Seasonal cues are front and center – bold, expressive and clear – while high-impact, appetizing visuals drive instant recognition.

Sour Patch Kids leads the charge as the anchor brand, with a portfolio architecture grounded in consumer experience benefits—capturing both the functional and emotional roles candy plays during seasonal moments. The flexible system allows Mondelēz to hero key brands and tailor messaging to the unique spirit of each occasion—whether it’s Halloween mischief, Easter fun, or Valentine’s Day playfulness—bringing clarity, consistency, and commercial impact to every activation.

Retail response has been overwhelmingly positive with early feedback from major retailers highlighting strong excitement for the new look. Halloween rollout is underway across thousands of stores in the US.

“Working alongside Dragon Rouge, we crafted a strong, unified brand identity that elevates our brands and delivers tangible results where it matters most.” – Gabi Stone, Brand Manager, Seasonal Confections, Mondelēz International

“Seasonal candy goes beyond a date on a calendar, it’s about the emotions, memories, and joy tied to these moments. We built a system that taps into those seasonal rituals and lets each brand shine while giving Mondelez the consistency they need to win every season. It’s bold, flexible, and rooted in how people really shop seasonal treats.” – Claire Lieber, Senior Designer, Dragon Rouge.