Commissioned to help evolve the Fisherman’s Friend brand, spanning identity evolution, packaging design, campaign advertising, illustration and website design. The project included the development of a new pocket-style, resealable pack format, alongside packaging design for the launch of the No Added Sugar range. A revised visual system, including the use of stripes to help original recipe flavours stand apart, brought greater clarity and consistency across the range. The overall result was a more contemporary, flexible and commercially effective brand expression that modernised the customer experience while retaining the strength, heritage and recognisable character of this iconic brand.