HARIBO
Redesign of a candy company, turning it into a 80`s supplement provider.
Overview
HARIBO, the iconic candy brand known for its gummy bears, undergoes a radical transformation in this concept project. The redesign reimagines the brand as a premium 80s-inspired supplement provider, blending nostalgia with modern wellness trends. The project explores how a beloved confectionery brand could pivot to the health and fitness market while maintaining its playful essence.
View Live Project →Tools & Technologies
Year
2025
Services
Re-design · Brand
The Challenge
The main challenge was to preserve the recognizable HARIBO brand identity while completely shifting its market positioning. How do you take a brand synonymous with sugary treats and make it credible in the health supplement space? The design needed to bridge the gap between indulgence and wellness.
The Solution
The solution embraced the 80s aesthetic with bold neon colors, geometric patterns, and retro typography. The iconic HARIBO bear was reimagined as a muscular fitness mascot. Product packaging features vibrant gradients and chrome effects typical of 80s design, while maintaining the playful spirit that makes HARIBO beloved worldwide.