Building a design framework for the chocolate side of life
Following our work on the global brand design system, Fisherman's Friend asked us to develop a comprehensive design framework for their chocolate product line. The challenge: maintaining brand recognition while establishing a distinct visual language for this new product category. Our approach focused on identifying and adapting core brand elements that would work across all communication channels.
Adapting Heritage for New Territory
We started by analyzing the existing chocolate line communications across markets, identifying what worked and what needed refinement. Working closely with the brand team, we developed a system that balances the master brand's distinctive assets with new chocolate-specific elements. The result included clear guidelines for typography, photography principles, and a modular design toolkit. The design system provides markets with practical tools and clear guidance for consistent yet flexible brand communication.