The National Confectioners Association (NCA) has refreshed its visual identity and website as part of its newly announced five-year strategic plan, “Thrive in 2025.”

The association’s new brand includes bright, candy-colored hues that capture the fun and unique nature of the confectionery industry and give a stylized take on the classic treats enjoyed by millions of Americans each year.

“Our updated visual identity modernizes our look and aligns NCA’s brand with the engaging and vibrant companies and products we represent,” said John Downs, NCA president and CEO. “This new look and feel brings to life the joy and sweetness associated with the confectionery industry and more accurately reflects the powerful confectionery brands that drive a strong economic impact in cities and towns across the country.”

The new brand is visible on the NCA’s refreshed website, which features a streamlined layout, updated content communicating NCA’s policy priorities and providing resources for its member companies. The association’s new brand will also be reflected at future NCA signature events, in its annual report and in the next iteration of its annual Sweet Insights: State of Treating report that is released each spring. Fans of The Sweet Life, NCA’s award-winning streaming series, will see the new brand come to life in episodes debuting later this year.

The NCA’s new visual identity is an integral component of its strategic plan, which outlines priorities for the association over the next five years, as well as its new mission and vision. The “Thrive in 2025” strategic plan builds on NCA’s advocacy, engagement and leadership and focuses on distinguishing the association in Washington by building a positive brand identity for the industry, among other priorities.