Redesigning the identity and packaging for Charlie’s was joyful from start to finish. The previous iteration of the logo and pack reflected the quality of the products within but didn’t deliver a distinctive personality for the brand. You could say Charlie had lost his voice.
The redesign set out to bring Charlie back to life, to showcase his fun, genuine and cheeky approach to creating delicious treats. Each pack was designed to bring to life the unique characteristics of the products within through pattern, iconography and most importantly a logo that smiles.