Solution: Daffy Apple makes the best caramel apples. Truly. They’ve been doing it since 1951. The key to their success has been the caramel itself. At Brandwerks, when we work with a new client we first focus on vision. For Daffy Apple, the vision expanded beyond apples and into baking and dipping caramel for foodservice applications. And, caramel corn. An expansive vision, because when you make the best caramel why not be the “leader in all things caramel”? With this new vision, Daffy had outgrown their original business model and brand positioning. To start, our solution was to transition to a new brand name, “Daffy Farms”. Simple, yes, but the farm is the source of many products, from apples, to corn, and to much more. Then the brand’s positioning statement: Our roots grow deep at Daffy Farms. After all, we’ve been making the finest caramel for over 50 years. Caramel that’s rich and intensely flavored. Farm fresh, the way it should be. Batch made with raw ingredients, quality and care. One bite and you’ll immediately taste the difference and experience what it’s like to go back to goodness. For the brand’s tagline, we thought, “back to goodness” just about said it all. Caramel corn is a fun snack so our approach for packaging was intentionally whimsical, bright, colorful, vibrant, friendly, and a little exaggerated. Definitely a fresh approach compared to many of the brand’s competitors. We wanted to create a look that took consumers back to the farm and back to goodness – in a fun, involving way.