Heroic Swedish Fish Rides The Wave

Mondelēz International has partnered with the New York office of brand design agency Bulletproof to refresh the packaging and visual identity of the popular fish shaped candy Swedish Fish. With the last redesign carried out over thirty years ago, the brand felt tired and old fashioned. Bulletproof was tasked to modernize Swedish Fish with a bold design that would communicate a lighthearted personality and a new brand positioning — Positively Unexpected — while maintaining and strengthening its core equities.


As part of its strategic design process, Bulletproof developed a ‘Legendary Fish’ creative platform that focuses on the fish as the hero of the pack. A wave adds visual punch framing the brand mark, evoking the product’s juicy and delicious flavor,  and the scales have been modernized to create an ownable, textural pattern. The typography maintains some of the old school naivety from the previous brand mark but is been updated to give it more appetite appeal with embossing that portrays the candy’s dimensionality.


Bulletproof comments: “The quirky soul of Swedish Fish and the one-of-a-kind red fish product have endeared the brand to generations of candy fanatics. As the competition has intensified at shelf, the intrepidly iconic brand found itself lacking the cut-through stature it needed to engage fans both old and new. Working from the brand’s new ‘Positively Unexpected’ brand positioning, we sought to restore this giant of the candy world to its rightful heroic status…”