Sweet Victory: CANDY CON Wins Big at the 2025 Dieline Awards

GameStop’s CANDY CON scored two awards at the 2025 Dieline Awards. With nearly 1,500 entries from 38 different countries, it was an honor to be recognized by such a prestigious platform for packaging design.

CANDY CON, the private label brand identity for GameStop, took home 1st place for Brand Identity Systems (Home, Shopping & Other Markets) and 3rd place for Private Label (All Categories) at the 2025 Dieline Awards.

With a focus on pushing the boundaries of packaging design as an art form, the Dieline Awards celebrate some of the boldest and most creative work from around the world. It’s fitting, then, that these accolades recognized one of our most disruptive projects to date. Because CANDY CON wasn’t just a design project—it was a total reimagining of what a private label can be.

When GameStop approached us to develop its own line of gaming accessories, the brief was clear. Instead of mimicking the industry’s major players, GameStop wanted to do something new—something fun.

Our research revealed an untapped audience of casual, social gamers who prioritized connection over competition, and didn’t identify with the functional, performance-first aesthetic of the category. We also saw a broader cultural craving for joy and nostalgia. So we asked: What if gaming felt like being a kid in a candy store?

The answer was designing a visual identity inspired by the endless excitement and choice of pick ‘n’ mix candy. With swappable thumbsticks, d-pads, and custom faces in a rainbow of colors , CANDY CON delivers a tactile thrill. As a brand, it evokes simpler, freer times, inviting players to embrace spontaneity and rediscover their sense of play.

Since its launch, CANDY CON has driven significant online and in-store buzz, boosted GameStop’s sales, and now, secured major industry recognition. These shared wins at the Dieline Awards were sweet validation of our original vision—a private label brand that could lead, not follow—and proof that the most powerful branding doesn’t just turn heads, it changes perceptions.