SmartSweets is a candy company that is pioneering an entirely new grocery category. With an emphasis on smarter snacking, their gummy bears are low in sugar and packed with prebiotic fibre. Working directly with the founder, Tara Bosch, Dana Lu Graphic Design created and launched their product to market, which included the overall brand design, packaging, logo, and sales and marketing collateral.

The challenge was to craft a brand image that was fun and lighthearted while emphasizing the health benefits for adults, and also ensuring it would be appealing to kids. Through the strategic use of colour, custom designed product images, and the creation of a custom logo that was hand drawn, we were able to develop a visual identity for the brand that stood out on the grocery store shelf.

Since 2016, SmartSweets has grown from a small Vancouver company to become a North American leader in the healthy candy category. SmartSweets is carried in Whole Foods, Bed Bath & Beyond, and a growing number of retailers across North America.



  • Logo design

  • Packaging design: pouches, outer carton

  • Printed marketing materials: sell sheets, infographics

  • Product renderings: sweet and sour gummy bears

Dana Lu smartsweets gummy bears candy packaging

packaging design

Dana Lu graphic design smartsweets retailer sell sheet

trade sell sheet

caption 4

instagram post from tara, the founder of smartsweets

Dana Lu graphic design smart sweets logo design

logo design with custom hand lettering

Dana Lu graphic design smartsweets infographic design


Dana Lu graphic design smartsweets cartons on instagram


Dana Lu graphic design smartsweets carton design

outer carton design


as seen on Dragons' den in September 2017