Brand expression agency Taxi Studio has collaborated with Mars Wrigley’s much-loved confectionery brand Celebrations to deliver one of the most significant rebrands in its 25-year history. The revitalised identity works to cement Celebrations as a treat choice for 365 days of the year – not just for Christmas.
From its initial launch in the 90s, Celebrations was a disruptor in the confectionery category and soon became a beloved household name. Seeing a tub of the chocolates in-store became almost synonymous with the arrival of Christmas. However, it struggled to retain relevancy in a market that was becoming increasingly crowded.
Overshadowed by its constituent brands, Taxi Studio saw the need to bring Celebrations into its own unique identity to drive more equity into the core of the brand. By modernising the brand and making it more progressive, Celebrations finds relevance with a younger, tech savvy audience who are increasingly engaging with brands in the digital world and want the excitement and diversity of product.
Taxi Studio distilled and amplified the design equities of the constituent brands, translating the familiarity of each iconic chocolate into a distinctive visual language to create Celebrations new look and feel. Bursting from the pack, there is a sense of dynamism and energy interspersed between iconised depictions of the wrappers to unify the disparate brands. Together, they create a more streamlined expression, with the Celebrations master brand mark as the central focal point.
The new identity works to elevate Celebrations’ inviting and playful brand personality, re-engaging with consumers to help them share new moments and joy with others. It reappraises what ‘celebration’ actually means, to become the definitive chocolate brand to accommodate endless sharing and celebratory moments.
Ryan Wills, CEO and Founder at Taxi Studio, comments: “Celebrations, by definition, is about being bold in marking a festivity or occasion, so this brand expression needs to communicate and evoke this feeling through every touch point. The interaction with the brand and box is an opportunity to remind consumers of the universality of festivities. It’s not just about Christmas – it’s about finding joy and celebration in even more mundane moments of togetherness and creating distinctive memory structures that reinforce these associations.”
Source: Taxi Studio