Cloetta / Aakkoset
Aakkoset (Finnish for ‘Alphabet’) is one of the most iconic candy brands in Finland, part of the signature portfolio of the leading confectionary company Cloetta.
Historically Aakkoset candy has been rhomboid shaped and embossed with the letters in the Finnish alphabet, winning the hearts of children and adults alike with a fun consuming experience. Today Aakkoset is still the go-to candy choice for generations of Finns, however our contemporary times inspired Cloetta to look closely not only into how we consume candy, but also into how we use language to express ourselves. Curiously, alphabets around the world have new colorful friends, known as emojis, which are now inseparatable part of all of our keyboards. More importantly, however, recent surveys had shown that Finnish people are the biggest users of emojis world-wide. Inspired by these revelations, Cloetta teamed up with PACKLAB to extend the current Aakkoset portfolio to include an exciting new variety of candy with the alphabets of today - emojis.
The design challenge at hand was to develop a vibrant new addition to the classic Aakkoset portfolio without affecting the recognisability of the brand on shelf. PACKLAB developed a series of bespoke emojis which were then used in the typography of the logo. The new Aakkoset Emojis departed from the familiar rhomboids to a fun new variety of emoji-shaped sweets and rhomboid-shaped sours, offering consumers an entire new way to have fun with the brand.
On shelf, the packaging varies as nine different designs can be seen, each offering a different emoji embedded in the lettering of the brand logotype Aakkoset. Finnish consumers have seldom had a more straightforward way to express their feelings when buying candy.
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