TOFFIÉ®️ — Toffee Heritage Reimagined

Brief:

Toffié is a historical toffee company, founded in 1854, looking to rebrand to appeal to a modern era of new audiences.

They want you to develop a brand identity, packaging, an online presence, delivery bags, and any extras.

How did the idea come about?

The idea emerged from a simple tension: TOFFIÉ had a strong 1854 heritage and a deeply traditional production process, but it no longer had cultural visibility with a modern audience. The starting point was not to “rebrand a sweet”, but to solve a communication gap on how to make a 170-year-old product feel relevant again without diluting what made it valuable in the first place.

Why this material and style?

The material and visual direction is kraft paper, hand-drawn ink, sketchbook-like layouts, and tactile imperfections. These were chosen to reflect the process behind the product rather than just the product itself. The goal was to avoid over-designed corporate nostalgia and instead build something closer to a system that feels like it is still in progress, still being crafted, just like the product itself.