IB Group—the UK’s largest distributor and wholesaler of confectionery products—sought to refresh the packaging design of its Mega Marshmallows brand to better align with the nostalgia associated with the classic treat. IB Group partnered with Manchester, England-based agency Brandon Consultants to develop the new identity and packaging design for the brand. Since British consumers associate extra-large marshmallows as being a great American tradition, IB Group wanted the brand refresh to reflect that retro Americana spirit.