Sport – Brand Redesign

About the Project:
This comprehensive student project focuses on the reimagining of Sport, one of Hungary’s most iconic and beloved chocolate bar brands. Created with a legacy dating back to 1953, the brand carries a strong nostalgic value. The main challenge of this redesign was to modernize the visual identity and expand the brand into new product categories while preserving its playful character and friendly charm.

Design & Character:
At the core of the new visual system is a custom, geometric vector mascot—a friendly retro coach who humorously bridges the gap between the brand’s active name and its sweet nature. The color palette refreshes the classic green tone with vibrant, contemporary contrasts. Beyond the classic chocolate bar and the XL variant, the product ecosystem has been expanded to include a larger, block-style chocolate bar with small squares, as well as a spreadable cocoa cream in a jar, opening up brand-new consumption occasions.

Retail & POS Experience:
To elevate the project beyond standard packaging, a complete retail and point-of-sale (POS) environment was developed. Guided by the playful narrative of “Warm-up – Workout – Sport Chocolate”, the in-store journey features custom shelving units, wall branding, floor stickers, wobblers, and immersive displays that guide consumers seamlessly through the retail space.