Super Tuesday

BUBS BUBS BUBS BUBS BUBS BUBS

Let´s bubsify the world. RE — design for Swedens most exciting candy brand.

Client:
Orkla

Market:
Scandinavia
USA

Scope:

Brand strategy
Brand identity
Packaging design
Brand Narrative 
Art direction
Motion design
Digital design
Naming

Background / Insight:

BUBS is an innovative brand in the confectionery category that stands out for its unique and much-loved products. While BUBS had a strong product identity, the brand itself was less clearly defined. The challenge was to build a visual identity that strengthened brand recognition and personality without losing the strong emotional connection to the products, while also setting the stage for future international expansion. When BUBS became part of Orkla Snacks, the opportunity arose to create a new visual identity and brand world that more clearly reflected its brand personality — playful, bold, and confident, yet modern and distinct.

Solution:

The new identity captures BUBS’ playful and bold spirit, but expresses it through a more confident and contemporary look. The logo has been transformed from a traditional red-and-yellow wordmark into an iconic logotype inspired by the well-known “Oval.” The typography has been chosen and crafted to convey attitude, and modernity. The new logo works seamlessly in both static and dynamic contexts — ready to come to life across digital platforms, animations, and campaigns. The color palette was developed to give the BUBS logo a unique signature color combination — just like their candies. The result is a BUBS that honors its heritage while being ready for the future — a clear, playful, and confident brand that strengthens the link between product and identity, stands out in its category, and establishes a solid foundation for both national and international growth.