Sweet Freedom packaging, by AfterHours

Consultancy AfterHours has redesigned the visual identity and packaging of Sweet Freedom, a range of fruit syrups and sweet foods that are suitable for diabetics.

A “charming, woodland creature” was designed to represent each product in the range, says AfterHours creative partner Kelly Bennett, with each animal chosen to reflect the colours of the product.

The animal takes over the whole packaging, which aims to bring it “to life” and create a three-dimensional effect, adds Bennett.

Product shots include various natural habitats, while the logo is comprised of a simple, foil-effect serif typeface.