Pick and mix confectionery retailer Sweet Factory is getting a complete overhaul, new interiors, packaging, website and a tweaked logo by Paul Mullins Associates.
The new format is in place at London’s Victoria station, and is due to roll out across the ten UK outlets and 350 franchise operations worldwide.
It “is a futuristic factory that is operated by friendly robots”, says Paul Mullins. It uses aluminium space shuttles and tin men to portray the theme. “We wanted it to have a theatrical feel,” he says.
The tin man is a cross between R2D2 and the character from the Wizard of Oz and appears on packaging and bags, designed by Mullins. He also appears as the background to a new slogan, Eat Sweets Be Happy.
“What we tried to do was develop a vocabulary for them,” says Mullins, “a language that will develop across the brand.”
The full Sweet Factory story is told on the newly-launched Sweet Factory website (www.sweet-factory.com), designed by PMA with Matt Cridland of Lewis Design.