Zeitgeist for Mr. Tom
Services
Client
Year
Lively modernity, enjoyment and recognition for the cult brand from the 1950s.
Logo Design, Packaging Design, Adaptation
Hosta
2024
Mr Tom, the classic with crunchy peanuts and sweet caramel from Hosta, has been delighting tough ladies and real blokes since 1955. Its inner values are timeless and now it was time to modernise the design accordingly and put the enjoyment of the bar more in the foreground.
Logo Redesign
The striking golden outline and the dark shadow were retained as stylistic elements and the red color was slightly lightened. The result is a clearly recognisable, smoother and modern logo.
The ‘old’ Mr Tom logo was angular with a slight Asian comic touch. To reflect the Zeitgeist in the logo, we smoothed out the edges in the typography and developed a soft, flowing typeface without jeopardising recognition.
Without comic figures, a peanut structure in the background created space and focus for the indulgent brand essence ‘peanut’. The organic peanut pattern appears soft and natural.
The visual window shows the product and thus additionally strengthens the taste appeal. To ensure recognition, the brand colours yellow and red were retained.
Tasty appearance of the cult bar
The 4-pack was given a generous design appearance with an enlarged peanut pattern in the background and vivid view on the product itself.
Wide spaced XL format design
The colour turquoise plays an important role in developing a clear and impactful variety adaptation. The turquoise focuses the differentiation, has a high attention value and codes the ‘salty’ variant. The ‘Salted’ typography further emphasises this, supported by the view on the product itself.
Design adaptation to Salted Caramel
