Reimagining Nerds – Bold Packaging Redesign Sparks a Candy Aisle Revolution

Services

Art Direction, Design

Client

Ferrara, a leading name in the confectionery industry, wanted to refresh the branding of its iconic candy line—Nerds—specifically to target younger consumers, including Millennials and Gen Z, in the United States market. The goal was to elevate the Nerds brand to resonate with modern audiences while also introducing a new product, Big Chewy Nerds, with no advertising budget, relying solely on packaging and in-store merchandising to drive success.

Challenge

After decades of being a well-loved candy classic, Nerds needed a packaging refresh to appeal to a younger, more dynamic audience: Millennials and Gen Z consumers. Simultaneously, the company was preparing to launch a new product—Big Chewy Nerds—without an advertising budget. This meant that the packaging and merchandising had to do the heavy lifting to not only attract attention but also communicate the fun, bold energy of the new product line. The key challenge was to stand out in a crowded candy aisle, relying solely on design and shelf appeal to drive growth.

Approach:

Through deep research and analysis of competitor packaging, the team saw an opportunity to be disruptive. The goal was to create a packaging design that broke the mold—something that would immediately draw attention and emotionally connect with younger shoppers. To achieve this, the team decided to break traditional Nerds brand guidelines by taking a bold, artistic leap.

Macro closeups of the iconic Nerds characters were used, dialing up their energetic, quirky personalities to make them larger-than-life. This visual strategy amplified the nostalgic element of the brand while also evolving it to resonate with a more youthful and digitally native audience. The intention was to make the product stand out from the typical candy aisle clutter by offering a fun and fresh perspective.

Solution:

The final packaging solution leveraged vibrant, eye-catching colors and dynamic character illustrations that took center stage. The new design prominently featured close-ups of the Nerds characters, allowing their playful expressions and attitudes to shine through. This decision created a strong emotional connection with consumers right from the first glance, making it nearly impossible to ignore on the shelf.

By making the packaging resealable, we also added a functional benefit that spoke to the modern consumer’s need for convenience. The final design conveyed both nostalgia and innovation, perfectly blending the essence of the Nerds brand with a fresh and engaging visual twist.

Outcome:

The new packaging delivered on every front. Despite having no advertising budget, the Big Chewy Nerds product achieved significant sales growth soon after the launch. The redesign not only resonated with the target audience but also helped elevate the overall perception of the brand.

Additionally, the packaging design was recognized within the industry, receiving an award for its innovative approach. The reimagined look has now become an iconic part of the Nerds brand, reinforcing Ferrara’s position as a leader in the candy category.