MODERNIZING THE 80-YEAR-OLD BRAND OF A FICTIONAL CANDY COMPANY.
During my senior year of SCAD, I was approached by a graphic design student, Caitlin Gettinger, to write the copy for her final branding project. Her idea was to re-brand Sweetums, the candy company from NBC’s Parks and Rec.
And while she only requested simple copy for her candy containers, my love of Parks and Rec inspired me to turn that standard container copy into a plethora of show references, like “You must be from Eagleton” and “One more scoop for Lil’ Sebastian.” Then, I expanded that fun-loving voice into the web copy, exploring the Sweetums’ history—or at least what I would imagine it to be.
Our project went on to win the gold at SCAD’s graphic design student awards.
COPY: LACEY GONZALEZ // ART: CAITLIN GETTINGER