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JOM Organic Candy

Sweet packaging design & identity for a new organic candy brand

Mystery was approached by candy entrepreneurs, Anna and Josefin Nilsson to help them create the name, brand identity and packaging for a new brand of organic confectionery. 

Swedish sisters Anna and Josefin love to eat sweets! Living and studying in London, they started craving the pick and mix varieties of home.  Their regular trips back to Sweden provided them with stashes to last a while, but it wasn’t enough. So, the entrepreneurial pair set up their own sweet shop, SugarSin in Covent Garden – with great success.

Not content with simply selling sweets, the dynamic duo, who are also conscious about health and the environment, decided to create their own purer, organic, vegan and ethically-conscious candies, with a perfect chewy texture. They approached Mystery to help get their concept to market.

Never ones to turn down treats, especially ones that are good for us, we set out to confect the brand’s DNA, vision, naming, identity and packaging with mucho gusto!


Following our own brand positioning workshop, we worked on developing a brand name, product packaging and sweet shape.

While brainstorming name ideas, the team fell victim to the taste and texture of these utterly amazing sweets and couldn’t keep their hands off them: “Oh go on then, I'll have another one...”, “These are so good”,  “OK, Just one more”…A name was born: JOM! Just One More.

The brand name fits these small, bite-sized sweets perfectly, capturing the onomatopoeic sound of popping the candy in your mouth and chewing away, while referencing their highly addictive deliciousness.

Brand positioning

Authentically crafted in Sweden from natural organic ingredients, JOM jellies hit the sweet spot for the ethically conscious confectionery lover, at an affordable, yet premium price.

Following an extensive brand positioning workshop, we identified the JOM as the Innocent Archetype, the Jung Archetype that typically loves to spread the word of their product with cheerful and unwavering spirit.

Innocents share a desire to improve, and seek better quality and more natural products and love to create products that complement and enhance their customers’ lifestyle.

Brand vision

JOM’s raison d’être is to change the perception of sweets, by creating a range that is both pure and indulgent – free from contamination and allowing pleasure.

With a brand vision identified as “Pure Indulgence”, this forms the heart of all branding and communication; packaging style, graphic language, online presence and social media.

Brand Identity & Packaging Design

The shape of the sweet and the packaging developed from the natural fruit shape segments and smiles, of course! Creating a cheerful and playful brand, we have ensured the candy’s shape captures the emotion of happiness – and what says happiness better than a big smile?

The logo mark developed from using the Scandinavian letterfom Ø to highlight the brand’s heritage, while referencing the shape of the sweet. We also needed this to be a simple and easily recognisable logo mark as it will be reproduced at a small scale on the packets.

The packets themselves are designed to be simple, playful, as colourful and tactile as the sweets themselves and just the right size to pop in your pocket.

“We loved working Mystery.  They made us feel very involved in the entire design process. They really understood the ethos of our brand and managed to capture our vision. We would highly recommend them, and we're looking forward to work with them soon again!”

 Anna & Josefin, co-founders, JOM 

JOM Organic Candy is set to take both the UK and Scandinavia by storm, having just launched in Planet Organic in the UK, in health food retailer, Etnomat in Sweden, and Foodist in Germany, and with plans to launch shortly in Norway and Denmark. Working with wholesalers, Suma, Tree of Life and Diverse Fine Food, JOM’s first two flavours, Fizzy Caramel and Wild Raspberry will also launch in As Nature Intended in March.

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