Russell Stover redesign reverses three-year sales decline

New packaging graphics for Russell Stover’s sugar-free candies focus on appetite appeal and craftsmanship to change consumers perceptions about the quality of sugar-free brands.

The new design system follows the overall master brand with color and typography, but with a clean, white background.
The new design system follows the overall master brand with color and typography, but with a clean, white background.

For many years, candy, chocolate, and confections company Russell Stover dominated the sugar-free chocolates category. In recent years, however, changing consumer preferences and me-too offerings put a dent in their sales. To reverse the slide, they worked with brand strategy firm Retail Voodoo to redesign the package graphics for their sugar-free offerings.

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