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Spicy New identity for Chilli Bomba by New Genre Studio

Spicy New identity for Chilli Bomba by New Genre Studio

Overview
Chilli Bomba is a new type of candy, equal parts sweet, spicy, and savoury, perfect for munching on, and on, and on. The LA-based brand breaks the monotony of the overtly sweet candy-land introducing gourmet, small-batch chilli candies targeted mainly at adults.
Candy is just for kids. Says who? Chilli Bomba is candy for adult rebels, who are looking for tongue-tingling goodness where the sweet meets the heat. ‘Candy for rebels’ quickly became the core of our strategy.

Who says candy is just for kids?
Candy is just for kids. Says who? Chilli Bomba is candy for adult rebels, who are looking for tongue-tingling goodness where the sweet meets the heat. ‘Candy for rebels’ quickly became the core of our strategy.

An identity for misfits
Taking inspiration from the candy flavours, we envisioned a punchy, loud and vibrant identity, perfect for insatiable taste buds. We introduced a dangerously playful mascot, Mr. Bomba, representing the explosive mix of sweet & spice, as well as the entire collection of candy flavours, known as the ‘Scovillains’. The illustrations are comical, sassy and full of attitude.

Good luck missing this packaging
We reinvented the packaging experience for Chilli Bomba, featuring flavour-specific colour combos, illustrations and an unmissable type system including Brice, Roc Grotesk, III Hand, and the quirky workhorse Lil Grotesk. Packed in a matte 8oz pouch bag with a wide opening, the new packaging makes for mess-free sharing with your friends.

Now that’s a spicy site
We built a custom e-commerce experience in Webflow, adding a bag-full of interactive moments, from loaders that follow your cursor, to colourful product pages based on each packaging. To help drive business, we integrated the website with a store locator, social media feed, and a customer reviews board. The live digital experience is no different than the rest of the brand: playful, unexpected and full of character.

Results
Since the brand’s release, Chilli Bomba has been featured in various food publications, significantly increased its online sales and engagement, doubled wholesale sales and built a devoted fan base of everything Chilli Bomba. So go get yourself a pack! Or four.
Big thanks to Dimitar Tantchev for the incredible partnership on this project.

CREDIT

  • Agency/Creative: New Genre
  • Article Title: Spicy New identity for Chilli Bomba by New Genre Studio
  • Organisation/Entity: Agency
  • Project Type: Packaging
  • Project Status: Published
  • Agency/Creative Country: United Kingdom
  • Agency/Creative City: London
  • Market Region: North America
  • Project Deliverables: Brand Identity, Brand Strategy, Illustration, Packaging Design, Web Design
  • Format: Box, Pouch
  • Industry: Food/Beverage
  • Keywords: Brand Identity, Packaging, Illustration, Web Design, Character Design, Motion

  • Credits:
    Brand Identity, Web Design, Packaging Design: New Genre

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