“Rebel Sweets” is a candy brand about rejecting processed sugars and everything else in popular foods that is unnatural and harmful to your body. The challenge was to create a new brand identity for an all natural, sugar free candy store. The identity consists of a logo, a concept and a tag line, as well as designing a line of products and a 12 page catalogue. The inspiration was taken from 1960’s protest events, when the hippie movement was beginning to influence public opinion. The tag line “Rebel Against Sugar” was inspired by the way hippies would rebel and protest in a loving non-violent way to protect different rights and movements. The illustrations were based on the different candy flavors to be offered in the store. The names on the packaging, like “Rebellious Apple Bombs”, refer to different hippie protest slogans that would be used.