N!CK's

Transforming an underdog into a household brand

Project information

Is sugar bad for you? Yes. Is sugar-free candy tasty? No, not really. At least not until the dietician Niclas Luthman did something about it. We were asked to create a new name, logotype, packaging design and brand story for his product line – and that we did. The result: a massive 1000% increased sales in 6 months.

The packaging design was inspired by the 1980s punk subculture style of writing and gave the brand an edgy tonality and typography that was needed to bring forward their strong message. But it also needed a design what would be able to “pop” on the shelves and look delicious. So the dot-pattern was born. The happy and playful dots create brand consistency and are carriers of important messages.
Went from a nutritional diabetes brand to a household brand. Products ́pop ́ on the shelf, creating curiosity and easy navigation. Received listings and strong traction from distributors across the world.

Tripled sales in YR1 from 1 million EUR to forecasted 3 million. Anchoring the core purpose of the vision in the packaging design. Won ‘Best in Test’ against the leading candy brands.

Impact

Sales increased with 1000% in 6 months First newcomer brand to join ICA’s top 10 selling chocolates Total population awareness increased with 20% Willingness to choose increased with 60%

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Project summary

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Making a brand pop

The packaging design was inspired by the 1980s punk subculture style of writing and gave the brand an edgy tonality and typography that was needed to bring forward their strong message. But it also needed a design what would be able to “pop” on the shelves and look delicious. So the dot-pattern was born. The happy and playful dots create brand consistency and are carriers of important messages. Went from a nutritional diabetes brand to a household brand. Products ́pop ́ on the shelf, creating curiosity and easy navigation. Received listings and strong traction from distributors across the world.