Category E01. Food
Entrant BOLD Stockholm, SWEDEN
Idea Creation BOLD Stockholm, SWEDEN
Name Company Position
Oskar Lübeck Bold Creative Director
Carl-Fredrik af Sandeberg Bold CEO & Account Director
Jonas Hedegard Bold Account Director
Fredrika Doré Bold Design Director
Jesper Klarin Bold Design Director
Jonas Holm Bold Designer
Tatjana Dubovina Jokic Bold Designer
Kim Tornstierna Bold Account Manager
Yvonne Rietz Bold Account Manager
Jacob Engquist Bold Brand Strategist

The Campaign

The new name, identity and packaging aims to show that healthy products can actually taste great. With a new, playful and confident tonality N!CK’S establishes themselves as the new kid on the block ready to challenge the big candy corporations.

Creative Execution

The typography is inspired by the 1980s punk subculture and gives the brand an edgy tonality that is needed to bring forward their strong message. The packaging design needed to “pop” on the shelves and look delicious, so the dot-pattern was born. The happy and playful dots create brand consistency and are carriers of important messages.

Indication of how successful the outcome was in the market

We have achieved some amazing results since launch: > Sales increased with 1000% - in just 6 months! > Brand awareness has increased with 300% over the set goal. > 60% of potential clients said they were inclined to buy N!CK’S products. 1100% over set out goal.

We were asked to create a name, logotype, packaging design and brand story that shows that they are the food-rebel that will reinvent the world of food and snacks. We gave the brand a new name (N!CK´S) and a more edgy copy tonality that was needed to bring forward their strong messages and opinions about sugar.