With so many organic candy brands launching every year, YumEarth had something the others didn’t — they used only natural ingredients that were allergy friendly. I created a brand positioning that defines their point of difference in the category. With food allergies on the rise, moms are confident they’re safe for their kids and when you make them with real, organic ingredients they can only turn out delicious and yummy for the kids. It’s as if it is what it isn’t, in a way.

This new positioning was rolled out to the company and its internal creative department to start immediately implementing into their marketing communications, social, and packaging. At the same time we we’re furiously working to update their website with the new positioning and brand style.