It’s not your imagination—Dumle chocolates definitely look different, but not too different, thanks to an attractive, fun new redesign from Kinship Creative. Its classic blocky wordmark and starburst motifs are still there, but a bit more streamlined, and more importantly, the new packaging cuts down on plastic. In addition to looking sweet, the redesign uses over half the plastic of its predecessors.
A tired Brand Design Lacking in Growth Opportunities: In an increasingly competitive confectionery sector, the much-loved Dumle brand was lacking taste, enjoyment and a connection with its fans. The brand architecture and design wasn’t set up to support the growth into new categories and segments therefore missing out on attracting new consumers and building sale frequency amongst its existing consumer base. The brand required an update that would allow everything to ‘stick together’ through the joyful connection of its iconic assets.
