Lidl wanted to put their Scottish confectonery into a new brand called Caulder's Confectionery. The primary consumer is adults buying for themselves so Lidl didn't want the brand to be childish or traditional but have
a more playful character.
To create an own label brand that looks like a brand in its own right; making the design look distinctive with a unique personality within the confectionery category.
We took inspiration from circus graphics which are weird and wonderful to create a 'Mr Caulder', a quirky ringmaster and sweet shop owner. The central holding device replicates a circus sign while the traditional coloured stripes can be viewed as both a sweet bag or the big top tent.