Reinventing a company’s corporate identity is always a challenging assignment. When that company is the New England Confectionery Company, and it’s been around longer than most countries – 163 years, to be exact – the challenge is even bigger.
We began by differentiating the company’s identity from that of its NECCO® Wafers Brand, setting each of them free to grow. Then we immersed ourselves in the company’s long history, pinpointing and incorporating elements that expressed its culture, its vision, even its proud geographical roots. The result is a corporate identity that pays homage to the company’s rich past…while looking forward to its future.