LIDL’s Toffee Moo: Reviving Nostalgia with a Playful Twist

Milk Toffee, with its buttery sweetness and iconic gold wrapping, was once the ultimate childhood treat in Greece. Made with just sugar and butter, it was simple yet irresistible—grandmas’ favorite pocket candy to share with their grandchildren. Over time, however, it faded from prominence as modern snacks and chocolate bars took center stage.

LIDL set out to revive this nostalgic confection with a fresh twist. They asked us to create packaging that celebrated its heritage while reintroducing it as a playful and timeless treat.

We began by preserving the golden wrapper, a hallmark of the candy’s history, to evoke a sense of nostalgia and tradition. At the centerpiece of the design is a whimsical cow illustration inspired by childlike drawings—capturing innocence, fun, and the key ingredient, milk.

The name “Toffee Moo” adds a clever, layered charm. In Greek, it echoes “my toffee,” while the playful “Moo” nods to the cow and reinforces the candy’s dairy essence.

To bring it all together, we crafted a logo with loose, unstructured typography, evoking carefree playfulness. The combination of naive illustrations, handcrafted design elements, and the classic gold wrapping creates a perfect blend of nostalgia and contemporary fun.

This new identity repositions milk toffee as a timeless classic with a modern, joyful twist—rekindling fond childhood memories for a new generation to enjoy.

Client: Lidl Hellas

Team –
Yannis Mallis (packaging design & lettering)
Amvrosios Palamidis (illustration)
Amalia Zachou (packaging design)
Yorgos Garefalakis (naming)
Kleon Zissimopoulos (packshots)
Kostas Kaparos (creative direction)