Cand'art

Strategy / Brand / Touchpoint / Activation

Non-believers say that making a B2B brand tasty is not worth the effort, but we couldn’t disagree more. We felt Cand’art deserved a fingerlicking contemporary branding, reflecting their DNA, but also their legacy.

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Growth Loop

The opportunity

Since 1930, Cand’art has been a master in making sweets. There’s no player in the market like Cand’art who excels so much in the R&D and creating process, but also in producing, packing and distributing lollipops. Moreover, Cand’art has the flexibility to shift fast, according to the needs of their private clients. To bring their quality offering and their product knowledge to life, they needed a partner. We said yes.

The approach

Cand'art got a modern look, respecting its legacy and craftsmanship, but we added loads of playfulness too. Although Cand'art’s name was kept, their corporate identity and colors changed completely, seeking the balance between their freshness and flexibility on the one hand, yet showing their professionalism on the other. Cand'art is a playful brand, but one you can rely on.

The result

After their delicious rebranding, Cand’art is now able to communicate what they stand for, strengthening their market position and attracting the right clients with a wide variety of product solutions. Cand’art is now able to show what they’re capable of to their clients, leaving the door open for lots of new yummy opportunities in the future.

The sweetest form of art

Cand’art is an established value for candy connoisseurs. Like a true artist, their in-house maître confisseur knows exactly how to add the right amount of flavorings and colors, bringing the absolute perfect lollipop to life. “The sweetest form of art”, Cand’art’s new tagline became an inspiration for the whole branding.

A fingerlicking typography system

Cand’arts rebranding features a dynamic typography system, that is flexible and playful, capturing the essence of the brand. The typography’s adaptability speaks to Cand’arts ability to shift fast, according to their clients’ needs. And it looks delicious too.

Herman Wellens, CEO of Candart

"Through strategy, rebranding, a new logo and a new website, Equals Three helped us make our beautiful products attractive to current generations. The result elicited rave reviews from our international customers."

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