Stirrd, a premium online confectionery brand from The Serious Sweet Company, has launched with a brand proposition and identity created by Elmwood.

The agency was responsible for naming, packaging, product proposition, structural pack design, website design, photography and art direction, and font creation for the challenger brand, which is based upon a monthly subscription model.

Elmwood developed the central brand idea of “Take life full on” for Stirrd, which will be launched with a targeted digital campaign, created by Manc Frank, Stirrd’s PR agency, to direct shoppers to the brand’s ecommerce website where they can purchase the product for delivery to their door via a monthly subscription. Agency partner AND Digital created the ecommerce solution and built the website based on Elmwood’s guidance and direction.

The agency’s brand identity reflects that Stirrd provides a full-on flavour and indulgence, the expressive typography and drizzles emphasising that the products are freshly stirred by hand, and that the different flavours and textures will stir your senses in various ways.

Stirrd came to life as a brand through Elmwood’s bespoke naming process, the name conveying the sense that the product is raw, real, handmade, and emotive. The process also led to the development of a rotating ‘R’ in the brand name to communicate the spirit of the product.

The Serious Sweet Company is launching Stirrd, after decades of confectionery experience with own-label products, to take more control of branding and product and to be more innovative in the market while reaching a wider audience.

Rachael Best, Brand Manager at Stirrd said: “With the war on sugar and increasing regulation, the way we choose to live our lives is under constant scrutiny.  We’re told ‘everything in moderation!’ But sometimes we want to indulge ourselves, because life’s too short to experience it by half measures. Stirrd’s brand identity will not only make it easier for consumers to find the product, but also to encourage those who have never tried traditional confectionery to give it a go, to fall in love with it, and to become advocates.”

Joe Cooke, Designer at Elmwood said: “The process we’ve taken with Stirrd has mirrored the brief – hands on and raw. We’ve mixed batches of fudge to immerse ourselves, smashed butterscotch for photoshoots, drizzled the new brand typeface by hand, and tasted plenty of sweets along the way.”