Candy Branding for a Clean-Ingredient Gummy Brand
Feesh
Gummy fish, minus the fishy ingredients. We refreshed the brand, the packaging, and the Shopify store for a fresh catch.
Coming Soon
What we did
Brand Refresh Brand Guidelines Packaging Design Website Design SEO 3D Product Rendering
Industry
Food
Location
Brooklyn, NY
Can a classic gummy fish get a clean-ingredient glow-up without losing its fun?
Gummy fish are a candy-aisle classic, and plenty of shoppers grew up with them. Feesh keeps the shape and the fun and rethinks what goes inside: fruity gummies made with real fruit, honey, and grass-fed gelatin, with no artificial ingredients. The promise is right there in the brand's own line, "Clean, Everyday Candy, No Fishy Ingredients."
To reach more candy lovers, Feesh needed a brand that looked as clean as its ingredient list and as playful as its shape. JanesHaus, a boutique creative agency in Los Angeles, handled Feesh's candy branding: a brand guidelines refresh, refreshed packaging and retail boxes, 3D visuals, and a Shopify website with SEO.
Something Fishy, in a Good Way
Feesh starts with a simple idea: candy can be an everyday treat without a long list of things you can't pronounce. The gummies are made from real food ingredients, including real fruit, honey, and grass-fed gelatin, in fruity flavors like Summer Raspberry and Lemon Tart.
The fish shape is a wink to the candy many people grew up with, and the name makes the joke for you. That mix of nostalgia and cleaner ingredients gave the brand a clear point of view to build on.
A Fresh Coat of Scales
We started with the brand itself. Our candy branding work refreshed Feesh's colors and brand guidelines, giving the team one clear system for how the brand looks and feels across packaging, the website, and social.
The goal was a refresh, not a reinvention: keep the playful spirit that makes Feesh fun, and make the clean-ingredient story easier to see.
Boxes Worth Biting Into
From there, the refresh carried onto the shelf. We refreshed Feesh's gummy candy packaging and designed retail boxes, so each flavor stands out on its own and the lineup reads as one brand when it's grouped together in store.
To show the products at their best online, we also created 3D visuals of the packaging, giving Feesh crisp, consistent imagery for its website and social channels, with colors and labels that stay true to the real packs.
Hooked Online
Feesh's Shopify website brings the refreshed brand online, with clear product pages, simple ways to shop, and room to tell the clean-candy story. The playful look carries straight through from the homepage to checkout.
And with SEO built in from day one, the site is easy to find for anyone searching for clean candy.
The Catch of the Day
Feesh now has a refreshed brand, packaging, and Shopify website that show off both the fun and the clean ingredients, with room to grow as new flavors arrive.
Candy Branding FAQQuestions Worth Biting Into
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