New look: Malaco

Leaf is a European confectionery company with activites in Scandinavia, Benelux and Italy. Its portfolio includes several classic local brand that it has gathered after decades of mergers and acquistions. Recently, it has started introducing refreshed packaging for some of its classic Swedish candy brands, Zoo, Djungelvral, Fruxo, Gräddkola, Brio and PimPim, the oldest of which have existed for 80 years.

Until some years ago, they had maintained classic vintage label designs with only minor updates. These labels have a cult following and have been turned into a range of kitschy home furnishing details. A redesign in the 00s introduced a common design template and adopted Malaco as an umbrella brand, but many elements from the classic designs remained.

This more recent refresh is a more thorough redesign that gives up much of the old designs. It appears the company now wants to have a friendly mascot on the front of the package. Those brands that already had mascots have had them redesigned, and those that didn't have had new ones created. All are drawn in a similar cute style with wide-set cheeky eyes. The typeface used for the product name is Gothic 821 Condensed.
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