Sweet or sour

Since 1975, Trolli has stood for colourful, crazy fruit gums that provide child-like fun for consumers of all ages. We were given the task of making small modifications to the brand and the range to raise awareness at POS.

Packaging design agency HAJOK created the new design for Trolli fruit gums

Listen

The aim of the soft relaunch was to develop an umbrella brand with high recognition while giving the design a clear structure in line with the extensive product range, thus retaining the typical Trolli character.

Understand

Minimal changes often have a big impact. Even in the conception phase, we envisaged a design principle that could be easily adapted for all products in the line-up and took the surprising and wide-ranging product presentations on pack into consideration.

Create

We have created an umbrella brand with a clear hierarchy, which is visually separate from the high-impact variant depictions, where the logo has its own defined place on the packs. The subtly reworked logo with its new 3D look strongly conveys the fruit gum character while a window with its new dynamic shape contributes to a more cheerful presence on the market.