KALEV REBRAND / MAINSTREAM
A Comprehensive Overhaul for 300+ SKUs
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THE CHALLENGE
Kalev’s extensive product portfolio - spanning over 300 SKUs - presented a cluttered shelf presence and inconsistent brand messaging. Multiple sub-brands and seasonal collections overlapped, diluting Kalev’s core identity and value proposition. The packaging lacked color blocking and strong unifying elements, making it difficult for consumers to navigate flavors and product segments.
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OUR APPROACH
We structured the portfolio into three segments (Premium, Mainstream, and Simple), each with clear visual rules while remaining unmistakably part of Kalev. By shifting design hierarchy from sub-brands to the main producer brand, we created a cohesive shelf block. A refreshed color palette (with consistent use of signature orange), simplified layouts, and updated icon systems highlight product benefits and sustainability information across all packs.
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THE RESULT
The new design architecture unites the entire Kalev range - from chocolate tablets to seasonal collections - under one cohesive visual identity. Each segment feels distinct yet tied to Kalev’s heritage, with improved shelf visibility and easier navigation for consumers. The rebrand honors tradition while projecting a modern, forward-looking image, ensuring Kalev remains both recognizable and relevant in a competitive confectionery market.
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KALEV SIMPLE SERIES
In the Simple series, we revisited Kalev’s well-loved everyday confections and gave them a refreshed yet familiar look. By emphasizing clean layouts, recognizable illustrations, and bright accent colors, we honored the brand’s heritage while ensuring modern shelf appeal. The result is a no-fuss packaging design that captures the essence of these classic treats, making them instantly recognizable to both long-time fans and new audiences alike.
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