A rebrand of Parks and Rec's iconic Pawnee candy brand

My role

Visual designer, with assistance from a copywriter




4 weeks


Built upon corn-syruped fatten cows and toddler-sized big gulps, Sweetums is Pawnee’s leading sweet treat manufacturer and has been for over 80 years—which coincidently was also the last time they updated their brand. We took it upon ourselves to give Sweetums a brand that looked as good as they taste. And after a minor 200 pound weight gain, we succeeded.

The goal of the rebrand was to maintain a fun, light feel, while providing the brand with a more updated look and feel. I worked with copywriter, Lacey Nichols, to maintain the brand tone and language throughout all assets.