O’Boy – Stay Young, Stay Free. Revamping a National Icon.

Derrick Lin


Design: Design Bridge Amsterdam
Location: Netherlands
Project Type: Produced
Client: Mondelez International
Product Launch Location: Sweden
Packaging Contents: Chocolate powder
Packaging Substrate / Materials: Plastic foil
Printing Process: Flexography

The brief
O’boy is Sweden’s most loved chocolate drink, turning milk to magic since 1960.

Mondelez International asked Design Bridge Amsterdam to revamp the youthful personality of the brand, playing with its retro-nostalgic side to connect with a new generation of Swedish parents while retaining O’boy’s iconic status delivered on a more sustainable pack.

The solution
The big idea: STAY YOUNG, STAY FREE. O’boy is the chocolate powder mix that tastes like childhood and lets you stir the freedom of youth back into your everyday.

The execution
We amplified O’boy’s truly ownable and distinctive assets – the bold blue and iconic wordmark – while doing away with category generics. By reviving the “Forever Chocolatey” brand mascot, we reclaimed an ownable and legendary brand ingredient and dialed up brand personality. A new playful typography system and a wordmark restyling supports the bold and expressive new identity. The vintage look and feel of the printing techniques contribute to the authenticity of the brand.

What’s Unique?
In Sweden, O’boy wasn’t just a brand in the category, it created the category. How do you make-over a national hero? By making sure it stays in the hearts of the kids of yesterday, today and tomorrow. Stir on, O’boy!