SQUISH

Dim and distant, our childhood memories of sticky candies, packed into small wooden containers.

When along comes a new boutique concept that takes us beyond the simple candy, whose goal is to capture the appeal to the senses that the SQUISH brand embodies through its playful, geometric, and vibrantly coloured design. Each colour acts a little like the speech bubble in a comic strip and guides the shopper towards a wondrous bouquet of delicious sensations… but how to choose? This is where the designers decided to sort the candies into categories according to distinctive flavours, with icons to represent intense, fruity, calm, decadent, and cocktail. Additional categories were created to cater to personal preferences: vegan, vegetarian, food allergies/intolerances (dairy free, gluten free, certified nut free, no GMO modified, no artificial colours, and no artificial flavours), kosher, certified organic, real fruit extracts, and so on.

Information is clearly presented and the flavour icons are displayed in myriad ways throughout the store—a large format above the lollipop counter, for instance, or on black-and-white signs.

Candy pink, black and white dominate the colour scheme, which reflects both the fun experience the product offers and the serious business approach in an environment that is both structured and exciting. The happy outcome is a winning combination of branding and signage.

The information provided throughout the store is helpful without being redundant or banal. SQUISH is above all a solid, successful and well-coordinated project by Fournier Gersovitz Moss Drolet et associés architectes. It’s impossible to leave the store without a bag of candies!