Missing modern formats
The product mainly existed in larger
pack sizes, making it less competitive
for impulse buying and checkout zones.
Outdated digital presence
The existing product page felt functional, but not emotional or culturally relevant.
Low recognition
People may know the candy, but not
the name, story or visual identity.
the problem.
It lives in childhood memories, pharmacy counters and Carnival moments, but as a brand, it has almost no presence.
This case study explores how a familiar but forgotten fruit caramel can become a recognizable brand system again.
the frukas carnival float.
You like it?
Wordmark
Lockup
Favicon
Slogan
the rebrand vision.
To establish new “rituals” that unite generations.
the rebrand mission.
To reignite the magic of childhood that transport you back to simple joys and cherished memories.
the values.
Boldness
Playfulness
Quality
TRADITION
meet greta.
A character inspired by traditional German portrait styles, clean line work and the idea of someone who carries childhood rituals forward.
the new logo.
greetings from greta.
Inside each pack, familiar grandma sayings turn the simple act of opening Frukas into a small nostalgic moment.
Like a fortune cookie, every message feels personal. It brings back the warmth, humor and care of childhood.
20 pieces
the new Packaging.
The original Frukas product mainly existed in large 250g packs, making it less suitable for quick, spontaneous purchases.
The new 20-piece format brings Frukas into the checkout zone, a place where small sweets can be seen, picked up and bought impulsively.
the fonts.
primary font
Compacta Bold
secondary font
helvetica neue regular
Frukas.
Süße Momente.
the colours.
Primary
White
#FFFFFF
Black
#000000
Red
#FF2828
Mid Grey
#D5D6D5
Secondary
Lime
#74CC00
Orange
#FFA51F
Yellow
#FFD21F
ooh campaigns.
The OOH campaign uses short, familiar lines to make Frukas feel present again in public space, where each message connects back to the brand values.
Turning recognition into conversation.
The social media posts turn Frukas’ quiet familiarity into small moments of conversation.
create new assortments.
New assortments like apple and watermelon create seasonal entry points for the brand. A watermelon flavor can become a summer drop, giving Frukas a reason to appear again in culture, retail and social media.
thinking out of the box.
The guerrilla marketing ideas use scale, surprise and unexpected placement to make Frukas visible outside traditional media.
Some Frukas packs hide something bigger.
Inspired by Willy Wonka’s Golden Ticket, five special Frukas packs are distributed every year before Carnival season. Inside each pack is a hidden ticket that gives the winners access to the Frukas Carnival float in Cologne and a VIP experience at a 1. FC Köln match.
