Friday, October 30, 2015

Centennial redesign for Marabou

Marabou is Sweden's leading brand of chocolate, maker a particular variety of milk chocolate. Nowadays, it is a part of Mondelez International, making it a sister brand of Cadbury, among others. In September, it started rolling out new packaging with a revitalised visual identity, designed by London-based Design Bridge.

Marabout founded in 1916 and will celebrate its 100th anniversary next year. Fittingly, the new design is restrained with focus on the packaging's classical features. The logotype has been freed from the oval that was its holding shape for the last ten years. It now stands on its own, with the tagline Mmm… sedan 1916 ("Mmm... since 1916") added. The yellow colour associated with the main milk chocolate product has been extended to encompass the entire range of Marabou branded products, creating a more uniform branded block on the shelves.

Previous logo.

The Marabou logotype is considered a design classic, created by Allied International Designers in the late 60s. The last iteration with the "ribbon oval" was introduced in 2004 as part of a redesign headed by Landor Associates. The packaging was redesign again later on.

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New packaging.

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Previous packaging.


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