Redesign of a candy company, turning it into an 80s supplement provider.
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.
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 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.
The full rebrand brings the concept together: packaging, mascot and 80s supplement positioning unified into a single, cohesive system that still feels unmistakably HARIBO.
A bold 80s-inspired palette of orange-red, electric blue and cyan set against pure black and white, capturing the retro, energetic spirit of the rebrand.
Display typeface for bold headlines and 80s impact.
Body typeface, clean and legible for long copy.
The reimagined HARIBO mark, the playful wordmark retooled with bold, retro-futuristic edges that signal the shift from candy aisle to 80s supplement shelf.
The full product line at a glance: supplement tubs and packs unified by consistent typography, colour and tone across every SKU.
Brought to life across real-world touchpoints (packaging, labels and in-store presence), showing how the identity holds up once it leaves the screen.
Figma
Photoshop
Illustrator