The Candy Shop needed a defined identity as it expanded into a multi-brand distribution hub for setters and gyms. This project established the brand architecture, visual system, and messaging foundation that now guide its communication across platforms, partners, and internal workflows.
The Candy Shop operated with a placeholder identity that did not match its scale, clarity, or role within the Rock Candy ecosystem. The team needed a cohesive system that communicated purpose, supported partners, and aligned the setter-first experience across digital touchpoints.
The final brand system included the complete identity suite, refined tone and messaging structure, image usage guidelines, updated Shopify applications, internal rollout materials, and a partner-facing media kit. Everything was built to unify how the brand shows up and to reduce friction for both setters and gyms.
The Candy Shop now operates with a clear, consistent identity that meets the expectations of the climbing industry. The system strengthened partner alignment, improved the Shopify experience, and created a scalable foundation for future marketing, storytelling, and distribution growth.
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