The Challenge:
Toffié, a heritage toffee company founded in 1854, needed to bridge 170 years of tradition with contemporary relevance. The brief called for a complete rebrand - including identity, packaging, delivery bags, and supporting materials - that would honour their legacy while attracting modern audiences.
I developed a brand identity that positions Toffié as timeless rather than dated. At the heart of the system is a sumptuous script font that evokes the flow of smooth caramel, paired with traditional typographic badge elements that anchor the brand in its historical roots. The identity communicates luxury and refinement without feeling inaccessible.
A key detail emerged from extending the descenders on the letter 'f' - their distinctive angle became a recurring motif throughout the identity, creating visual rhythm and cohesion across the board.
The brand system includes paper bag packaging, a distinctive brand pattern, confectionary bar wrappers, and an assortment box. Each element reinforces Toffié's positioning at the intersection of heritage craftsmanship and contemporary sophistication.
