CHALLENGE

Trolli built category leadership by delivering unique, colorful gummies to variety-seeking consumers. But as a wave of new innovations was set to launch, the brand faced a sticky retail challenge: the once-edgy hot pink and black look that defined Trolli had become recessive within an increasingly vibrant competitive set.

SOLUTION

I re-energized Trolli’s identity with a bold new white logo that retained the iconic hot pink and introduced an edgy black border. To strengthen its connection to colorful, craveable, sour gummies, I developed a refreshed brand architecture designed to brand-block on shelf, spotlight product innovation, and reinforce Trolli’s “weirdly awesome” positioning. The new design system not only boosted shelf velocity but also helped double sales in just seven years.

TEAM

HBX Branding

SKILLS

Brand Strategy | Logo Developement | Copy Writing | Art Direction | Illustration Direction | Design Systems & Architecture | Adaptation & Mechanical Management | Production Coordination | Vendor & Agency Management