Visual identity and package renewal for Fazer Marianne

A package renewal for an iconic confectionery classic, Fazer Marianne.

 

Fazer Confectionery Ltd.

Fazer Confectionery Ltd is the market leader in Finland. The products are exported into 40 countries.

Visual identity and package renewal for Fazer Marianne
Visual identity and package renewal for Fazer Marianne

Challenge
Marianne is the classic mint chocolate in the confectionary shelf, which had lost its appeal. Fazer has produced Marianne since 1949 but in the recent years failed to attract new customers in addition to the loyal Marianne lovers.
 
Approach
In the package renewal, the design was radically simplified, introducing the most iconic elements as new main elements in the visual identity. The red and white stripes were lifted from a secondary role into a visually central role, making the overall appearance considerably more bold and distinctive. The script font used in the logo was kept to support the recognizability and the old wax-coated wrapper, liked by consumers, was not changed.
 
Result
The renewed Marianne visual identity is contemporary and visually strong. The overall identity has been simplified to make it stand out; the visual assets were clarified and redesigned to amplify their impact. The details were special attention to, as they are in a key role with the simplified overall visual identity. Altogether 6 bags and 5 boxes were renewed, as well as several co-branded product packages. The resulting Marianne portfolio now stands out in the shelf and attracts both old and new customers.
 
Benefit
The bold and modern visual identity has received exceptionally positive feedback both from consumers as well as trade clients. Commercially, the renewal has succeeded in turning the declining sales into growth.