Pearlfisher Creates Branding and Packaging for ‘Legit Organics’

Pearlfisher Creates Branding and Packaging for ‘Legit Organics’

Pearlfisher New York has created the brand strategy, identity, packaging and visual language for new confectionary brand, Legit Organics.

Pearlfisher says the challenge was to create a visual identity that “challenges the perception of organic confectionery.”

Hamish Campbell, creative director of Pearlfisher comments, “The standard in organic confectionary has always been about compromise: worthy not tasty; timid not tempting; cluttered not cool. Our design for Legit Organics negates this compromise by creating a new visual language for organic that is simultaneously enjoyable, accessible and authentic. Inspired by R&B – which we see as being rich, sensual, bold and charismatic – we drew upon its culture to bring the taste and flavour of Legit Organics to life.”

Mike Branson, founder and CEO of Pearlfisher says, “Our nostalgic associations with candy have kept us from challenging its credibility for long enough. In the same way, the visual language of organic is ready for a change. Now that organic has infiltrated the market, it’s time to express organic in new ways.”