A Modern Refresh That Stays True to Lolly’s Playful Roots

When it came time to refresh the Lolly’s brand, our goal was clear: modernize the visual identity while staying true to the playful, premium spirit that sets Lolly’s apart. The result is a bold redesign that’s both refined and joyful — just like the chocolate-covered grapes at the heart of the brand.

At the core of the redesign is a new logo: a modern interpretation of Lolly’s original handwritten wordmark. While more legible, it retains the expressive, personal feel that long-time fans will recognize and love.

Purple Reigns: A Signature Color Anchored in Grape Goodness

Color played a central role in our visual evolution. The deep, vibrant purple anchoring the brand is a direct nod to the grape’s essence — lush, rich, and unmistakably juicy. The consistent purple color across the packaging makes the product instantly recognizable—enhancing shopability and brand recognition, especially in an often foggy freezer case. Supporting this is a dynamic wave element that adds movement and emotion. Its smooth, decadent shape evokes flowing chocolate while also adding a sense of playfulness and indulgence.

Elevated Photography That Tells a Tasty Story

Product photography received a premium upgrade as well. The photography shifted from showing a fully enrobed grape to revealing part of the grape inside, providing clearer visual communication of the product. Carefully curated images now highlight the quality of Lolly’s ingredients, enhancing appetite appeal and encouraging consumer engagement at the shelf and online.

Color-Coded Flavors for Easy Recognition and Shelf Appeal

Each flavor in the Lolly’s lineup now features its own distinct color coding, creating a cohesive but differentiated shelf presence. This strategy not only reinforces the brand’s identity but also supports product navigation and flavor recognition in an intuitive way.

The result? A brand that feels fresh and elevated, without losing the charm that made it beloved in the first place.