Case Study: Dum-Dums keeps its brand fresh and playful with Fisher Design

Dum-Dums wins 2023 Tank of the Year with Fisher Design

Dum-Dums, an iconic American candy brand, partnered with Fisher Design to evolve its fun and nostalgic identity to remain fresh and appealing for new generations. The challenge was to preserve the brand's classic feel while ensuring it stood out across all touchpoints, from packaging to promotional materials. Fisher Design was engaged to provide a comprehensive solution including brand strategy, positioning, and visual identity.

Fisher Design implemented a full-scale brand system, developing new brand architecture, logos, packaging, and marketing collateral. A key part of the solution was the design of the Dum-Dums-themed water tank in Bryan, Ohio, which became a community centerpiece. This project yielded significant results, with the tank winning the 2023 Tnemec People’s Choice and overall Tank of the Year award. The work by Fisher Design successfully reinforced Dum-Dums as a playful, multigenerational lifestyle brand.

Dum-Dums