Surya Foods

Packaging Design

Essex-based Surya Foods approached us with a clear challenge: to launch a new range of Halal sweets and marshmallows into national supermarkets under the Candy Crescent name, in a category where Haribo currently dominates.

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This project needed to be more than just another bag of sweets. It was about creating a brand that felt instantly fun, approachable, and trustworthy. One with a personality that children would be drawn to and parents would feel good about choosing.

We developed a playful, colourful identity that shaped everything from the logo to the on-pack storytelling. A cast of bespoke illustrated characters brought heart and warmth to the range and created continuity across flavours and formats.

The packaging was designed to work hard on crowded supermarket shelves, with bold colour palettes, expressive illustrations, and clear messaging.

"You and your team really embraced the fun element we needed to get across on the packaging and compete against the more established brands within this category. Concepts were presented to our customer, and we'll be launching into 900 stores in September 2025.

"I've worked with Naked in 4 different businesses now, and I'm trying to think how much turnover has been generated through their thoughtful and creative designs on packaging I've needed. At a rough estimate, it's definitely in excess of £15,000,000, but probably closer to £20,000,000."

Scott Wilson — Surya Foods

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