The consultancy was appointed on the strength of its work for the main Peppersmith brand which was launched by two ex-employees of juice company Innocent in 2010.
According to Peppersmith, Tingz are made with Xylitol – a natural wood sugar – and have been accredited by the British Dental Health Foundation as having plaque-reducing properties, which lessen the risk of tooth decay.
B&B’s visual approach was to ‘appeal to kids’ sense of fun’ with a pair of hairy monsters named Bowie and Floyd, who will be developed into a brand world.
Packaging, a website and booklets have been created, which tell the monsters’ stories, as well as trade show stands and marketing materials.
To reassure adults, ‘the packaging relies on the monsters’ mouths, highlighting dental health,’ says B&B Studio, which has created a heart shaped tongue for the monsters.
Point of sale boxes containing individual bags use a monster’s mouth as a hollow for people to reach in and grab packs.
B&B Creative Partner Shaun Bowen says, ‘Peppersmith is an adult brand with a grown-up wit. Our challenge was to stretch their appeal to children in a way that retained their edge; the result is a brilliantly fun world that appeals to kids and their parents equally.’