The Smarties logo redesign speaks volumes of the power of social media in terms of brand identity and development. The Smarties Candy Company has an extensive history with 70 years of operation. With the digital age, the brand has enjoyed steady fandom as it appeals to the more nostalgic consumer who grew up with Smarties' iconic candy rolls.
In 2018, however, sisters Jessica Dee Sawyer and Liz Dee made a decision to give the company a face-lift with a newly designed Smarties logo. The change is made to signify the entry of the Smarties Candy Company into the modern world through an aesthetic that embraces both retro and contemporary sensibilities.
Since the launch of the new Smarties logo, the brand has seen an increase of up to 1,000 on Instagram per week.