Rebranding M&M’s: from candies to a premium wellness brand
What if one of the world’s most playful brands grew up, slowed down, and stepped into the world of intentional wellness?
This is the question that led me to redesign M&M’s — not as candy, but as a thoughtfully crafted supplement brand rooted in modern rituals, minimalist beauty, and calm presence.
The project began not with logos or typography, but with a feeling — the kind of feeling you get when you open a drawer filled with beautiful objects that serve you daily. Smooth textures, muted colors, calming shapes. A kind of functional beauty that brings joy, not noise. I started imagining how M&M’s, this joyful burst of color from childhood, could transform into something softer, slower, and far more meaningful.
A New Interpretation of Playfulness
M&M’s has always been known for its bold personality — bright packaging, animated characters, and that unmistakable glossy shell. But I wondered: what if that sense of play didn’t disappear, but matured? Could color still exist, but in a new language? Could playfulness be subtle, even meditative?
This rebrand concept is a reinterpretation of that same spirit — a fresh, grounded version of joy. Instead of primary colors and sugar highs, I envisioned muted, earthy hues. Think sage green, warm stone, and pale clay — tones inspired by nature, wellness, and tactility. Color is still here, but it doesn’t shout. It invites.
This was never about stripping away the brand’s soul — it was about elevating it to meet a different kind of consumer. One who chooses their purchases with care. One who sees beauty in stillness, who values materials, textures, and how an object feels in their hand.
From Candy to Calm - A Shift in Storytelling
I wanted M&M’s to step into a new world — a world where it wasn’t just something you grabbed in line at the store, but something you integrated into your life with intention.
The core idea? A supplement that feels like a treat, but functions like wellness. Small, round capsules — still colorful, still delightful to look at — but now filled with adaptogens, nootropics, or plant-based nutrients instead of sugar and dyes.
This version of M&M’s would support your energy levels, your mood, your focus — all while feeling like a quiet ritual rather than a quick fix. You’d reach for the jar not because you were craving sweetness, but because it’s part of how you care for yourself.
The moment I had that shift in mind, the rest of the design began to take shape organically.
Visual Identity - Grounded, Elegant, and Emotional
The first step was redesigning the logo. I chose a modern serif typeface, something soft but structured — familiar, yet refined. I wanted the brand to feel trustworthy, but not corporate. Minimal, but not cold.
The new M&M’s logotype reflects all of that — embossed, monochromatic, and timeless. It still feels iconic, but now with the elegance of a wellness studio or premium apothecary brand.
For the packaging, I designed soft-touch matte glass jars in natural tones, paired with compostable refill pouches that feel light and effortless. The jars are weighted enough to feel valuable in the hand but simple enough to blend into a minimal shelf or drawer. The main color is a muted sage green — a tone I associate with balance, healing, and harmony — paired with accents of terracotta, soft clay, or warm beige, depending on the product inside.
Instead of shouting ingredients in oversized fonts, the label is calm, quiet, and intentional. Transparency is built in — ingredients, function, and suggested ritual are clearly communicated, but always in a soft voice.
Marketing Aesthetic - Slowness as a Design Tool
The visual content for this brand would follow the same emotional tone — clean surfaces, soft natural light, and an editorial approach to photography. There’s something about leaving space in a photo that mirrors the kind of mental space this product is designed to support.
I envisioned the tagline “Color your wellness” — a gentle nod to M&M’s past, redefined for the present. It suggests a blend of function and pleasure. A reminder that taking care of yourself can still feel joyful, and that design has a place in your daily routine.
Even the supplements themselves could remain colorful — but with the kind of tones you’d find in nature: pale ochre, warm rose, soft olive. Each one intentional, symbolic, and calming.
Premium is Not Perfection - It's Presence
I think many people misunderstand what premium means. It’s not about flawless perfection or unattainable status. To me, premium is about presence — about something being so thoughtfully made, it encourages you to slow down and notice it.
This rebrand of M&M’s is a quiet shift in perspective. It’s still playful, still bright at heart. But now it exists in a world of clarity, simplicity, and care.
It’s not just what you consume — it’s how it makes you feel. It’s the jar that blends into your morning ritual. The little capsule that helps you feel like yourself. The color that brings just a bit of warmth to your day.
Taking a brand that’s been around for decades and giving it a completely different life — one that’s in tune with our time, our routines, and our values — is the kind of work I deeply love.
The result is a product that feels soft, human, and intentional. It’s still joyful, but now it's balanced. It reminds us that wellness doesn’t have to be cold. That play can be quiet. And that a brand can evolve beautifully, if we just give it the right space to grow.
I’d love to know what you think!
And tell me - which brand should I reimagine next?
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