Soul Good Confections, known for their coconut caramel candies, needed a rebrand that reflected their commitment to clean, allergy-friendly treats while maintaining a sense of joy, simplicity, and indulgence. The goal was to develop a modern and playful visual identity that resonated with health-conscious consumers and conveyed a feeling of happiness and well-being. This included a refined brand story, a fresh design system, and a cohesive look across packaging, digital platforms, and marketing materials.

The rebrand introduced a vibrant, modern identity that evokes happiness, well-being, and simplicity. Blending clean, modern aesthetics with playful, energetic elements, the design reinforces Soul Good Confections’ promise of bringing joy to the soul.

The new logo merges an abstract palm tree with a caramel drop, symbolizing the brand’s coconut-based ingredients and indulgent flavors. The two color palettes—"Coconut" (soft neutrals) and "Joyful" (bright, cheerful hues)—enhance warmth, vitality, and authenticity, striking a balance between simplicity and indulgence. A set of joyful icons was also created to represent key ingredients and brand elements, adding personality across packaging and marketing.

The refreshed identity strengthens the brand’s emotional connection with consumers and lays the foundation for future growth in the health-conscious food space.