Dan’s is an old-time candy store, located in a popular lake cottage vacation area in Wisconsin’s Northwoods. The same family has owned Dan’s for three generations. The vintage Victorian décor has changed little throughout the years and helps create nostalgic memories. Fudge, caramel and other candies are handcrafted in copper pots and poured out onto a massive marble slab for finishing. Ice cream is made in the store and sells out regularly.
Our goal was to honor tradition, while enhancing the brand. Strategy included a slightly modernized logo, taglines, new packaging, new photography, establishing a Facebook presence, print and online advertising, merchandise design, signage, giveaways and contests, customer service enhancements and special event marketing.