ABOUT

Concept:

Founded in East London in 1848, Barratt is behind some of the UK's best-known sweets, including Dip Dab, Refreshers, Fruit Salad, Wham and Flumps. However, its portfolio had become fragmented and the masterbrand lacked visibility with younger consumers. Built around the idea of "Sweet-Fuelled Swagger", the rebrand united the range under a single identity inspired by Barratt's playful heritage and East London roots, transforming the brand from fragmented and forgettable to confident and characterful. The work repositioned Barratt as a culturally expressive sweet brand for a new generation seeking personality, novelty and belonging.

Execution:

Pearlfisher created a complete masterbrand refresh spanning strategy, visual identity, packaging, tone of voice and mascot creation. At the heart of the new brand world is George the jaguar, a contemporary embodiment of founder George Barratt, illustrated by Aron Leah in a style that captures the effortless confidence and creativity of East London culture.
The refreshed wordmark introduces inflated letterforms, softer edges and subtle shadowing inspired by the tactile qualities of sweets, creating a bolder, more distinctive presence on shelf. A new tone of voice brings Barratt's personality to life through punchy, playful and irreverent language that speaks directly to a younger generation. Across packaging, a modern pastel palette, detailed cityscape illustrations and a cohesive visual system unify the portfolio while building a rich, characterful world around the brand.

Results:

The rebrand has already delivered strong early commercial impact. Within months of launch, Barratt secured new listings across multiple retail channels and expanded distribution for both its core and licensed ranges. The work has successfully created a stronger platform for growth, helping reposition Barratt for a new generation of sweet lovers.