Sambó,
The flavor of tradition.

Sambó is a family-owned chocolate and licorice treat company based in Reykjavík, Iceland.

With over 57 years in the industry, they are pioneers in fusing the finest licorice and chocolate in the world.

Mastering their recipes with natural ingredients, their catalog has expanded to include more than 8 distinct products. As part of their effort to expand globally, Sambó sought to redefine the way the world views their brand and products.

Location:

Reykjavík, Iceland.

Services:

Rebranding / Packaging.

A fresh new look: 

Same values, new look.

Sambó's core values of quality, integrity, respect, and honesty, along with a strong sense of Icelandic pride, inspired our entire project.

The old logo featured script typography alongside a puffin illustration, an iconic bird of Iceland. However, the logo was often mistaken for a penguin by tourists purchasing Sambó's products, leading to confusion.

Our first challenge was to redesign the identity. We began by synthesizing the logotype into a single element. We took the shape of the puffin and merged it with the letter "S" to create a symbol that is easily recognizable and seamlessly integrated into the logotype.

The packaging:

Building something you want to keep.

Nordic, vintage, and beautiful—these are the key words that define the spirit and design system of the packaging.

We drew inspiration from the Viking era, using Nordic runes as the primary elements to construct a cohesive and strong design system. These runes are well recognized among Icelandic people and the world as part of their cultural heritage.

Icelandic classic seamless patterns were key in designing the covers of the thin cans, making each one feel unique.

We created the package shape from scratch through a process of 3D modeling and prototyping, allowing us to add functionality such as a stacking system for better storage and delivery.