A tired Brand Design Lacking in Growth Opportunities: In an increasingly competitive confectionery sector, the much-loved Dumle brand was lacking taste, enjoyment and a connection with its fans. The brand architecture and design wasn’t set up to support the growth into new categories and segments therefore missing out on attracting new consumers and building sale frequency amongst its existing consumer base. The brand required an update that would allow everything to ‘stick together’ through the joyful connection of its iconic assets.

A Creative Idea with a Shared Connection: Combining a product truth with the consumer insight of a shared connection, the creative start point for the redesign was ‘joyful connection’. Modernising the design with bold graphics to increase standout and printability whilst joining the iconic assets together in an uplifting and powerful design. Retaining recognisability and dialling up taste – something important for the consumers.

Successful Segmentation for Design and Growth: Reviewing the portfolio segmentation was as equally important to plan for brand growth as it was for pack architecture. Allowing for a design that can be easily navigated by consumers whilst allowing for the different packaging formats and future new product development.

Introducing Brand Blocking for the First Time: This new design successfully strengthens the iconic assets that have been in existence for over 75 years. The new design increases the red brand blocking and therefore the standout at point of purchase – this was non-existent in the previous design.

An Iconic  Modernisation: The redesign has delivered a modernised visual identity and packaging range, creating assets that are much more engaging than the previous design – creating a brand world that now effectively supports the brand platform. The design architecture reaches out and makes it easy to navigate for the brand’s ‘fans’ and allows for innovations with increased taste and stand out.

Effective Design Results: Our Dumle redesign has led to a significant sales increase of 13%, surpassing total market growth by 7%. The limited-edition Winter Mix design witnessed a substantial boost, with 175,000 more bags sold in Sweden compared to the previous year. These results highlight Dumle’s robust positioning, consumer relevance, and distinctive brand assets, paving the way for another year of prosperous growth.