A Swedish mission to improve the world of snacks - Cover image
A Swedish mission to improve the world of snacks - Cover image

A Swedish mission to improve the world of snacks


For the the last few years, sugar has become the number one bad guy when it comes to what we eat. Swedish dietician Niclas Luthman wanted to do something about this, but merely creating sugarfree products would not turn any heads; the products also had to taste and look fantastic. Therefore, he came up with a product-line that tastes great and Bold was asked to create a new name, logotype, packaging design and brand story -all for this food rebel that wanted to reinvent the world of food and snacks.

The Challenge

People have for the past years been bombarded with sugar free substitutes, but they never deliver on the most crucial thing, flavor. This creates distrust and the belief that sugarfree = flavorfree.


The Solution

We wanted to create a movement of people that were tired of being fooled by food companies and the sugarfilled products they sell. To do so, we first needed to prove that we are on their side and gain their trust. Therefore, our approach was not to be a brand that lectures people about the negative consequences of eating too much sugar, but rather one that encourages people to resist the sugar industry.

The packaging design was inspired by the 1980s punk subculture style of writing, giving the brand the edgy tonality and typography that was needed to bring forward their strong message. The brand also needed a design what would “pop” on the shelves and look delicious. The dot-pattern was developed to create brand consistency, a joyful expression, and be the carrier of our important messages.

The Result

Only six months after launching the new identity and packaging, sales had increased by 1000%. In July 2017, N!CK’S also became the first newcomer to join ICA's top 10 best-sellers in chocolate, which had not happened in 40 years. N!CK'S was also named Food Startup of the year in 2017, appointed by the food companies among 500 startups in Sweden.