Confectionery company Mary Gray has been around for ages, but like many brands in this highly competitive market was becoming overlooked by bigger, flashier products with considerably more budget. It was obvious that a pimped up über slick re-packaging was not going to last the distance. What was needed was to reposition it into the gift market where one can really make an impression, and share warm fuzzies, rather than a spontaneous purchase for a quick fix where it sat initially.
The name Mary Gray conjures up that favorite Aunt, who is a whiz in the kitchen and where, as a child, you would sit at here gingham cloth covered table and munch on whatever was fresh out of the oven. Her treats were definitely not handmade. They were better than that; they were homemade. This led to a new positioning statement ”Handmade treats since 1949” The rest just fell into place.
Logo and product variations
initial concept
lolly bag and wrap
final product