Creating Tumbles meant building a brand that would convince a discerning consumer of the quality and flavour of a chocolate made by Australia’s SunRice, a company which had no existing credentials in this area. Tumbles needed to have a loud voice in a crowded and established marketplace.
The descriptive and energising brand begins with the name Tumbles, which not only describes how the product is actually made but also how it moves in your mouth. A spiralling rice graphic is used to convey this movement. The Tumbles brandmark continues the spiralling/tumbling theme with its slight twist across the entire word and curls on the letterforms. Silver show-through to the foil substrate adds an element of freshness and crunch to this textural product.