Sambó,
The flavor of tradition.

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

With over 57 years in the industry, they are pioneers of fusing the best liquorice and chocolate in the world.

Mastering its recipes with natural ingredients, their catalogue grows to more than 8 different products. As part of an effort to massively export to the world, Sambó was looking to redefine the way the world see their brand and products.

Location:

Reykjavík, Iceland.

Services:

Rebranding / Packaging.

Year:

2019 / 2020

A fresh new look: 

Same values, new look.

Sambó's values like quality, integrity, respect, and honesty along with a strong Icelandic pride was our source of inspiration for this whole project.

The old logo was made of a script typography with a puffin illustration (an iconic bird of iceland). The problem with the old logo is that everyone thought it was a penguin instead of a puffin, being this a mistaken message for the tourists that every year visit Iceland purchase Sambó's products.

Our first challenge was to redesign the identity. Our first step was to synthesize the logotype into a single element. For that, we took the Puffin shape and merged it it with the letter "S" to create an symbol that could be easy recognized and live inside the logotype at the same time.

The packaging:

Building something you want to keep.

Nordic, vintage and beautiful, the key words behind the spirit and the design system for the packaging.

We took inspiration from the old viking era. The nordic runes are the main elements to construct a fluent and strong design system, being these well recognized among the icelandic people and the world as part of its culture heritage.

The icelandic classic seamless patterns was key elements to design the cover of the  thin cans, making each of it feel unique.

We created the package shape from scratch through a process of 3D modeling and prototyping, letting us add functionality to it like a stacking system for a better storage and deliver.