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C avendish & Harvey’s Zijie Zhou-Bracker demonstrates key elements of the confectioner’s new brand identity combining “a contemporary and more emotional presentation.” Talking to the TFWA Daily in the exhibition yesterday Zijie explained: “Fruit up your moment” is the new claim that sums up the brand identity and perfectly emphasises the combination of taste experience and emotional appeal. The global market leader in high-quality hard drops in tins, bags, and jars hopes that the new positioning brings highlights to those little everyday moments… perhaps when things don’t always go as planned… perhaps when you feel overwhelmed or lose focus. “It’s in these moments that Cavendish & Harvey offers a refreshing escape – with fruity confections that evoke cherished childhood memories, providing a moment of mental relaxation.” From the Premium Drops to the Winegums, the packaging designs have also been reworked to combine aesthetics and functionality. The new logo, which maintains the premium aesthetic with a modern look while successfully maintaining the brand’s recognisability, remains the central element on the golden tin, supported by much clearer individual product names so that there’s no mistaking what’s inside. In addition, very natural illustrations of fruit, and a clear, modern ‘real fruit juice’ highlighter, are all combined with a “Made in Germany” promise complete with the German flag – an endorsement Karelia showcases over 130 years of tobacco heritage and innovation E stablished in 1888, Karelia is Greece’s largest cigarette manufacturer and exporter to over 50 countries around the world, with a reputation for quality and innovation. A company with over 130 years of experience in creating blends of tobacco, satisfying the tastes of the most discerning smokers, its brands are packaged and presented with style and elegance: • Creating famous brands that have become part of the heritage of the tobacco industry. • Enhancing Karelia’s status as creators of innovation and inspirational brands. Karelia plays a prominent role in the duty free and travel retail channels, with its products featured in major outlets at airports, ports and border shops in Western and Eastern Europe, in the Middle and Far East, as well as in Africa. A curated selection of renowned brands is being showcased this year at the 140sqm stand and terrace located in the Bay Village. These include brand families: George Karelias and Sons (also in RYO), Karelia Slims, Omé, Karelia Family, Karelia Royal, and American Legend (also in RYO). BayVillage Bay 24 “Fruit up yourmoment” – Cavendish & Harvey rebranding combines contemporary and emotional presentation which is especially relevant in Asian markets. The goal of the rebranding was to clearly differentiate from competitors, enhance its emotional appeal, and create a strong presence. At the same time the emphasis on natural ingredients serves to meet the demands for more mindful indulgence. Indeed, for travellers who prefer to avoid sugar altogether, Cavendish & Harvey offer sugar-free drops as a full-flavour alternative. BlueVillageH27 Tuesday 30 September 2025 52 T F W A D A I L Y