Revitalizing an icon​

Toms Pingvin

Redesigning one of Denmark biggest candy brands

The challenge

Toms is synonymous with Danish chocolate but to a lesser extent with sweets. To strengthen its position in this market, there was a desire to bring back the iconic Pingvin brand as analyses showed that the little penguin still enjoyed high recognition and liking.

The solution

Fireball redesigned the entire Toms sweets portfolio, starting with a modernized and larger Penguin figure. Additionally, we upgraded the entire color palette to ensure maximum visibility on the shelf.