Welcome to the masquerade
Fazer’s Carneval biscuit range saw the biggest change in decades when Kuudes took the job of redesigning this Finnish classic, the birthday party VIP for nearly a century.
The old Carneval packaging needed a common thread, a distinct style it could call its own. With the exception of the well-recognised colour palette, the brand saw a thorough transformation. The new logotype is inspired by paper-cut letters we all remember from our childhood arts and crafts. But the true strength of the Kuudes approach lies in the flexibility and continuity of the design. We created a visual language that allows Fazer to add new offspring to the family without losing overall consistency. The design is not only appealing and fun – it’s also functional and commercial.
New kids on the block
We introduced the consumers with an uncanny gang of jovial little creatures, lurking on the supermarket shelves. They’ve dressed up for the occasion, naturally, since at the carnival, you come as you aren’t. Their faces reveal that cheerful moment we all recognize: the anticipation of the first bite. The illustrations of these playful, even mischievous, characters get their colors and shapes from the product itself.
One big happy family
The outcome is a coherent line of packaging you can’t miss as you stroll down the supermarket aisles. These whimsical figureheads have brought new life to the brand, making it more interesting and approachable. Above all, thanks to the concept, there is always room for new members to join the family.
For more information:
Piëtke Visser
Creative Director
pietke.visser@kuudes.com
