For several generations of Britons, “Wham,” “Fruit Salad,” “Dip Dab,” and “Refreshers” have long been familiar candies. Many people remember the product names, but do not always connect them with the “Barratt” brand. That is the task Pearlfisher’s new project addresses, bringing the iconic candies into a single system under the name “Barratt Sweet Shop.”
The company’s history began in 1848. Over the past century and a half, the company has released dozens of popular sweets and, at various times, has been considered the world’s largest confectionery manufacturer. Over time, individual products became better known than the parent brand, so the new identity brings the “Barratt” name back into the leading role across the entire range.
“Pearlfisher” builds on the “Sweet-Fuelled Swagger” concept. Instead of the usual childhood nostalgia, the brand adopts a more adult, energetic tone, rooted in East London, founder George Barratt, and a contemporary audience. This idea led to “George the Jaguar,” the brand’s new character. He refers to “George Barratt” and connects different products within one universe.
The logo shifts the emphasis as well. The old mark looked eccentric and did not always help the brand take the lead next to strong sub-brands. Now “Barratt” is presented as a large, rounded wordmark with soft forms and a white shadow. The letters resemble chewy sweets, giving the name a more prominent role on the packaging.
“Barratt Sweet Shop” does not sell separate candies; it sells a shared world around them. They keep their names and mood while looking like part of a single story, with the company name at the center.
