Jelly Legs is a ready to eat jelly in individual servings similar to Magic Stick freeze pops. The product was developed by Gleeson to compensate for the seasonality of the freeze pop market. Following on from the success of the Magic Stick re-brand Gleeson asked us to develop a new brand and packaging proposition for Jelly Legs. Their key requirements were shelf standout; communication of the unique product qualities and appeal to both children and parents. We used bright primary colours to maximise impact; developed a very ‘jelly-like’ logo; introduced a family of fruit characters and communicated the product benefits through a ‘back to school’ style notepad.