The problem
Melissa has made jelly shoes for over 40 years and sells them in more than 70 countries. For a new generation, the icon risked being known everywhere and felt nowhere: the tactile, sensorial quality that made it loved had gone quiet in its own identity.
The position we took
The material is the idea: texture, transparency and fluidity turned into a conceptual identity.
What we made
A flexible visual language mirroring jelly itself, a custom typeface, the platform “We made the first jelly. You made it original.”, key visuals, retail, OOH and digital, under the mark THE REAL JELLY®, since 1979, 100% original.
Status
The Real Jelly platform and identity in market since 2025.
Melissa, with over 40 years in the market and sold in more than 70 countries, wanted to refresh its identity to reinforce the tactile, sensorial qualities of its iconic jelly shoes while amplifying the brand’s authenticity and creativity for a new generation of consumers. We identified that Melissa’s strength lies in product design and, beyond it, in the immersive, playful universe it creates. The opportunity was to design a visual language that mirrored the textures, transparency and fluidity of jelly itself, turning material qualities into a conceptual identity.
Project information
- Rebranding
- Consumer Brands
- 2025
- Brand refresh
- Custom typeface
- Key visuals
- Retail
- OOH
Melissa
Other projects
Something worth making?
Talk to the people who’ll make it → hello@matter-energy.com