Chiko Masterbrand

Chiko is the market leader in eclairs and toffees in the Middle East. We embraced this huge responsibility of contemporising a very well established brand. We ensured the migration from previous to new was logical and did not alienate current consumers. The end result typified a bold and consistent brand-first architecture implemented in domestic and duty free channels.

The logo was updated from an old fashioned and meaningless design. The new design resembles a candy wrapper opening, with excitement and fun bursting out. A strapline ‘Unwrap the Fun’ was created to work in harmony with this design.

The range was harmonised under the master brand whilst still allowing the much loved brands to retain their personalities.

A step up version was created for travel retail sales. Metallic inks, matt finishes and stand up pouches added to the experience.

Once the core range was finalised, a number of power brands also needed to be designed. These have a bigger personality and Chiko becomes more of an endorser

A gifting range was created under the sub brand Funsations. These were close enough to be linked to the masterbrand, but had added speciality for the occasion.

A further range was designed firstly destination specific, this one was to be sold exclusively in Dubai duty free. The range also accommodated special occasions like Valentines Day and Christmas.

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