National Confectioners Association unveils revamped branding as part of key strategy

The US-based National Confectioners Association has revealed a bold new visual identity and refreshed website as part of a new five-year strategic plan, amid the organisation marking national candy month throughout June.

Its ambitious plans are under the banner of “Thrive in 2025.” and its renewed branding  includes bright, candy-coloured hues that capture the fun and nature of the industry and have been designed to offer a stylised take on the classic treats that are enjoyed by millions of Americans each year.

The organisation had been set to stage its major Sweets and Snacks Expo in Chicago this May, yet it was forced to cancel amid the coronavirus pandemic, with the event set to return in May 2021. As the trade organisation noted, its activities are directed in support of 54,000 workers in more than 1,300 manufacturing facilities around the US, as well as those working within retail and other related market segments of the confectionery trade. In total, around 600,000 people are employed in related industries within the wider sector.

“Our updated visual identity modernises our look and aligns NCA’s brand with the engaging and vibrant companies and products we represent,” John Downs, NCA president & CEO, said. “This new look and feel brings to life the joy and sweetness associated with the confectionery industry and more accurately reflects the powerful confectionery brands that drive a strong economic impact in cities and towns across the country.”

The new brand is visible on its refreshed website, which features a streamlined layout and updated content dedicated to communicating its policy priorities and providing resources for its member companies. The association’s new brand will also be reflected at future NCA signature events, in its annual report and in the next iteration of its annual Sweet Insights: State of Treating report that is released each spring. Fans of The Sweet Life, the organisation’s award-winning streaming series, will see the new brand come to life in episodes debuting later this year.

As the organisation explained, its “Thrive in 2025” strategic plan builds on its demonstrated advocacy, engagement and leadership and focuses on distinguishing and differentiating the association in Washington by building a positive brand identity for the industry, among other priorities.

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