For more than 70 years, The Taffy Kitchen has been a beloved fixture in Frankenmuth, Michigan, known for its high-quality, locally made taffy. However, as the confectionery market grew more competitive, the store found itself in need of a refreshed brand that could capture both its rich heritage and its playful, experimental spirit. The existing branding no longer reflected the store’s quirky charm, and its packaging and website lacked the visual appeal needed to stand out in a crowded marketplace. The challenge was to develop a cohesive identity that celebrated tradition while embracing a fun, modern aesthetic.