Gigantic! designed by Gander, US
Gigantic! designed by Gander, US
Gigantic! designed by Gander, US
US – Gigantic! low-sugar confectionery bars are using nostalgic branding cues to tempt adults away from conventional chocolate brands.
The brand identity and packaging by Gander fuse bold typography with contrasting colours to ensure the range stands out on the shelf. Meanwhile, its logomark and fonts are intended to evoke associations with childhood superheroes, playing into nostalgia to steer shoppers towards making healthier snack choices.
‘In contrast to most better-for-you brands, we were inspired by classic candy brands that emphasised brand awareness, bright colours and taste appeal over health claims or nutritional callouts,’ reads a statement from Gander. ‘Candy should always be fun, so we wanted to reinforce that there's truly no compromise when you reach for a Gigantic! Bar.'
While health continues to underpin many consumers' food choices, a combination of childhood flavours and nostalgic branding is helping to promote food innovations.
