As we kicked off the project, we knew that the biggest challenge was actually in the name itself: Behave. Wait… Behave? The brand we wanted to create stood for freedom and eating what you want, but their low-sugar candy came off like a demand to follow someone else’s rules. The positioning we created set the record straight: Behave is candy that’s good, so you don’t have to be.

In order to communicate this intentional cheek, we took a risk and sent a strike through the brand name and Behave became Behave. Suddenly, the entire project had an assertive, new confidence. An overt departure from the status quo. Now, Behave was about making your own rules and being proud of that. A bold and irreverent micro manifesto that set the tone for the rest of the identity.

To celebrate Behave’s penchant for plot twists, we created a brand universe that is as bombastic as it is refined, and as smart as it is fun. On one side, we have minimalist typography and on-pack messaging that speaks directly to product benefits. We needed to ensure that the brand felt like a sophisticated departure from the childlike aesthetic of other gummy competitors. On the flip, we also needed to communicate that Behave was just as flavorful as those familiar sweet treats, because taste is the most important thing for candy buyers. Larger-than-life gummy bears plastered on the front of the box, and a bright and juicy color palette that brings to life natural fruit flavors like pineapple, mango and lychee. It’s like a vacation for your mouth.