Conceptual Redesign

If I had the chance to reimagine the Jelly Belly brand, this is what it would look like. My goal was to stay true to the nostalgia of vintage candy stores but bring it up to the current trends. I chose the primary colors of red, blue and yellow to play on the simplicity of the brand, but also pay homage to color trends popular in the 70’s—when Jelly Belly came to be. The font is modern while having a retro charm, sure to appeal to veteran and newbie Jelly Belly fans alike!