Rebranding and new packaging hits the sweet spot for candy and snack company.

New logo, new line extensions and new package designs stimulate sales.

Candy and snack purveyor, American Foods, had been around since 1950. They private label some of their products for big box retailers, and sell their house brand to convenience stores and the plethora of large retail gas station convenience stores. American Foods was experiencing a downturn in sales and realized they needed to do something. They contacted us, impressed with our experience in product branding and package design.

Revamping their old generic logo was a given. Our team created a logo set in a black oval that had a slight vintage, handcrafted feel, yet would stand out on shelf. A product line extension was executed, separating American Foods’ products into 4 brand lines: Candy Break for hard and soft candy, Candy Break Premium for chocolate products, Snack Break for snack products and Snack Break Select for a premium line of nut products.

James Ross then followed up with a complete redesign of the packaging. The package design was upgraded to reflect a more upscale, nostalgic look that stands out on the shelf. Additionally, the lead creative team photographed stylized products with key ingredients and produced beautiful, appetizing imagery. The rebranding effort expanded to upgrading package designs for clients participating in their private labeling packaging program. Retailers were thrilled with the new package design resulting in American Foods acquiring new major retailers.


James Ross is a full-service agency that leads brands to what’s next. By combining intelligent, innovation, data and rich experiences in new ways we give you a competitive advantage. Because brands that set the bar high win. Let us show you what we can do for you.

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