Crawie

Candy has always been about impulse, nostalgia, and kids. Monday 2 Sunday wanted to challenge that. The brief: build a premium confectionery brand from the ground up — targeting a design-conscious, urban adult audience — and make it feel genuinely new.

That meant rethinking everything. The name, the visual identity, the packaging, the communication platform. Nothing could feel like candy-as-usual.

We developed the full brand identity for Crawie — from communication concept to packaging design. "Open to Share" became the platform: a clear, deliberate idea that positions sharing as central to both the product experience and the brand's social role.

Premium materials, considered typography, and a brand world built closer to fashion or wine than candy. The result is a brand that transforms confectionery from spontaneous indulgence into a deliberate, shareable moment.