'Gigantic!' Brand Identity Is Bold And Bombastic

by Rudy Sanchez on 01/26/2021 | 2 Minute Read

Subtlety is not something that’s usually associated with candy bars. It’s about indulgence and ingredients that push flavors, textures, and contrasts. If you’re going to go bad, you might as well be good at it.

That kind of recklessness with candy isn’t without a cost, of course. Traditional candy bars aren't really that wholesome, and a regular-sized Snickers contains nearly 29 grams of sugar and over 13 grams of fat. Making a healthier candy bar that's still just as tasty was a challenge that Gigantic! took on successfully, with fairtrade chocolate bars loaded with flavor but only 7 grams of sugar.

Editorial photograph
Editorial photograph

A bold take on candy requires an equally striking identity and packaging, and the talented folks at Gander, no stranger to making food brands shine, gave Gigantic! some serious Big Candy Energy. Thick typography with deep shadows are in-your-face and set against contrasting colors. Every wrapper is a color bomb with energetic contrasts, and the outer packaging follows a similar style. The logo is a wordmark featuring a capital G followed by an exclamation mark, lending the brand a superhero vibe.

Editorial photograph
Editorial photograph
Editorial photograph

"Gigantic! came to us with a vision to create candy bars with a grown-up taste and big kid fun," said the agency to Dieline in announcing the project. "As soon as we tried the bars, we knew that we had a unique product on our hands that needed a huge personality. In contrast to most better-for-you brands, we were inspired by classic candy brands that emphasized brand awareness, bright colors, and taste appeal over health claims or nutritional callouts. Candy should always be fun, so we wanted to reinforce that there's truly no compromise when you reach for a Gigantic! bar." 

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Gigantic! comes in four flavors, salted peanut, hazelnut cafe, banana pecan, and almond horchata, which will become available direct and in stores soon.

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