From nostalgic classic to modern icon

Since the 1950s, Pucko has been a beloved Swedish chocolate drink – bold, simple, and irresistibly good. But to remain a timeless icon, a brand must evolve rather than rely solely on past glory.

In a time when Gen Z values authenticity, personality, and individuality, we gave Pucko new life – without losing its distinctive character. We took what made Pucko legendary and amplified it for a new generation.

The brand’s signature orange got an upgrade – bolder, brighter, and more instantly recognizable. The logotype was reworked to highlight both heritage and attitude, but with a modern sense of timelessness. We also developed a fully custom typeface that conveys confidence and positive energy – a complete expression that feels both uplifting and distinct.

The result? A transformation from nostalgic to proudly iconic. Still the same unapologetic attitude – now ready for the next generation.

Article on Resumé