EVERYWHERE
IN EVERY POCKET
Challenge : Sharpen a globally recognized confectionery brand by translating its product sensation into a coherent, ownable and scalable brand system.
Group and company : TicTac is one of the world’s most recognizable confectionery brands. Sold in over 100 countries, its iconic small box and distinctive pill-shaped mints have made freshness a pocket-sized ritual for decades.
Potential : In a category defined by immediacy and scale, small formats leave little room for ambiguity. As innovation accelerates and the category becomes increasingly fragmented, TicTac needed a brand system that could go beyond function and deliver clarity, speed and relevance across markets worldwide.
Creative Solution
ONE SMALL PROMISE
Team Créatif focused on articulating a simple, ownable product benefit and turn it into a coherent brand concept. “Gentle Freshness” became the strategic anchor, a sensory promise brought to life through form, rhythm and behavior.
RAYS OF FRESHNESS
Inspired by the pill’s distinctive shape, Team Créatif developed the “rays of pills” concept. This visual dynamic emanates from the product itself and creates a consistent signal of freshness across packaging, communication, digital and retail.
TOTAL TICТACNESS
Defining “TicTacness” meant formalizing the brand’s visual grammar in full. The Logo, ingredient illustrations, color system, typography and iconography were treated as strategic brand assets and were refined to improve recognition, create stronger consistency and work seamlessly across markets, even at the smallest scale.
TOTAL TICТACNESS
Defining “TicTacness” meant formalizing the brand’s visual grammar in full. The Logo, ingredient illustrations, color system, typography and iconography were treated as strategic brand assets and were refined to improve recognition, create stronger consistency and work seamlessly across markets, even at the smallest scale.
Results
FRESH FOR GOOD
The result is a brand universe that feels unified, confident and immediately legible. By turning a product sensation into a consistent design language, Team Créatif delivered clarity, coherence and long lasting distinctiveness, setting the brand up for sustained performance and future growth.
