Gingerbread is associated with Christmas and is mainly consumed during the holiday season. In order to change this association, the brand needed a new design concept. The new brand identity is designed to reflect fun and is more adapted to the main customer group that is family oriented.
The concept is to make ginger cookies that are inspired by the game Tetris. The idea was to design a packaging that could be unfolded and re-used as a board game and the cookies as a game piece.
Ginger Sans is a modular display typeface made specifically for the brand. The typeface comes with a full set of Swedish letters and glyphs.