Asylum was asked to help position and redesign Poundland’s confectionary range called Sweet Heaven. Poundland is a UK retailer that sells anything and everything – branded and owned label.

“As all brands are at the same price point, we needed to improve consumer perception to challenge the established competitions. We created an identity and pack design based on the heritage and nostalgia of a traditional sweet shop – making Sweet Heaven a differentiated and established brand.
We used nostalgic cues, phrasing and typography to communicate quality, trust and engage on an emotional level. Clear and strong color coding helped differentiate the ranges and the products within them ie. chocolates, mints and classics.”

Designed by Asylum, UK .