Hallopz is a beloved, family-run candy factory based in Utrecht, crafting sweets for over 80 years. Known for using premium, natural ingredients—many with subtle health benefits—they stand apart from the mass-produced norm.

Their passion? Making candy that’s good, playful, and joyfully indulgent. But their outdated brand no longer reflected the scale, quality, or uniqueness of their operation.

As Hallopz prepared to expand their product line and scale internationally, they needed a brand that could reflect both the legacy of their heritage and the joyful innovation that defines their future. The key challenge was evolving their identity without alienating loyal customers or losing the brand’s playful soul.

We reframed Hallopz as a moment of self-care—a sweet, sensory reward in your day. Anchored by the new tagline, “Relax, you’ve earned it,” the positioning speaks to grown-up indulgence with childlike charm.

We crafted a bold new logo and a colorful modular system inspired by geometric candy forms. The visual language is playful, but grounded in structure—mirroring the balance between fun and quality. Each flavor received a unique pattern and color palette, designed for easy shelf recognition and seasonal adaptability. All materials were selected with sustainability and tactile delight in mind.

While full rollout is ongoing, early feedback from retailers and distributors has been overwhelmingly positive. Shelf visibility has improved dramatically in test markets, and brand recall in customer surveys increased by 40% in the first three months post-launch. Along with an overwhelmingly positive feedback from long-time customers who felt the “soul” of Hallopz remained intact