Design: KUUDES OY
Creative Director: Piëtke Visser
Illustrators: Piëtke Visser, Juuso Salakka
Photographer: Paavo Lehtonen
Project Type: Produced, Commercial Work
Location: Helsinki, Finland
Packaging Contents: Cookies
Packaging Substrate / Materials: Cardboard
Printing Process: Offset printing
Fazer Carneval is the most iconic cookie brand for Finnish kids and adults alike. Since the 1920´s it has undeniable been a party classic.
Over the years the range have grown to include different themes, for example cars and princesses, but has fallen short in terms of branding. Our creative brief was to revive the iconic status and create a new brand identity that would allow for theme additions, all within a coherent and highly recognisable design language.
True to real carnival, playing party dress-up is the foundation of the new brand concept. Today I can be a princess, tomorrow maybe a mouse. In addition, the new logotype strikes a nostalgic cord, inspired by childhood art and craft paper cuts.
We introduced the consumers with an uncanny gang of jovial little creatures, lurking on the supermarket shelves, dressed up for the occasion, with their faces revealing that cheerful moment we all recognise: the anticipation of the first bite. The illustrations of these playful, even mischievous, characters get their colours and shapes from the product itself.
The result is playful and mischievous, these whimsical figureheads have brought new life to the brand, and just like good a costume, impossible to resist.