Under construction
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Under construction 〰️
Lontoo rae
Brand development:
Brand concept
Research & Insight
Visual Identity
Illustration
Communication
Packaging Design
A classic reimagined with British charm
Fazer is one of Finland’s most iconic confectionery houses, known for creating products that have become part of the country’s cultural fabric. Among its classics sits Lontoo Rae, a beloved liquorice and sugar-coated candy that has delighted generations.
Despite its strong legacy, the brand had not been refreshed for years. As consumer expectations and design trends evolved, Fazer recognised the need to renew Lontoo Rae’s identity while preserving its nostalgic appeal. The goal was to reintroduce the brand to modern audiences without losing its charm or recognition.
Challenge
Lontoo Rae’s name translates to “London Drops,” a nod to its British inspiration and the playful imagery that originally defined its look. Over time, some of the brand’s iconic visual features, including references to London, had disappeared from its packaging.
The challenge was to bring back these distinctive elements in a way that felt relevant to today’s consumers. The design needed to balance nostalgia and modernity, combining Finnish heritage with a distinctly British character. The packaging also had to work harder as a communication tool, delivering stronger shelf presence and flexibility for marketing use.
Approach
We began by exploring how to revive the spirit of the original Lontoo Rae while making it relevant for today’s market. Our research focused on identifying the visual and symbolic elements that still held value and how the brand’s London-inspired charm could be reimagined for modern audiences.
Archival research revealed that the original packaging prominently featured London’s Big Ben, an image that carried strong emotional resonance for long-time consumers. We saw an opportunity to bring this element back in a contemporary way. Analysing the wider confectionery landscape, we found that many heritage brands had become overly minimal, creating space for Lontoo Rae to stand out through warmth, colour and personality.
Our strategy focused on revitalising the brand’s visual story by celebrating its British roots and expressing a cheerful, nostalgic spirit for a new generation. The result positioned Lontoo Rae as a timeless Finnish favourite with a playful and distinctive personality, using modern illustration to reconnect its London theme with nostalgia and familiarity.
Concept & Visual Identity
The renewed identity brings back Big Ben as the focal point of the packaging, once again anchoring the brand’s connection to London. The clock tower stands tall at the centre of the design, surrounded by graphical elements of rain rain — a playful nod to the famously unpredictable British weather. This “candy rain” became both a distinctive visual element and a flexible storytelling device for marketing.
The logotype was refined to improve legibility and modernise the look while maintaining recognisability. The colour palette was updated to feel fresher and more contemporary, with crisp contrasts that bring energy to the pack without losing its heritage tone.
The combination of illustration, typography and layout created a perfect balance between classic familiarity and modern feel — making the design equally engaging for nostalgic consumers and new audiences.
Execution
We developed a complete packaging concept that included illustration, logotype refinement and colour system. The design was carefully structured to ensure strong visual hierarchy: Big Ben as the hero, the product name as a bold centrepiece, and the candy imagery providing rhythm and energy around it.
The illustration was crafted to work beyond the packaging itself. It could be adapted for point-of-sale materials, advertising and digital channels, allowing Fazer to use the visual language consistently across all touchpoints.
The final design brought coherence and charm to the brand, reinforcing both its quality and its joyful spirit.
Results
The new Lontoo Rae packaging successfully reintroduced a familiar favourite with renewed confidence. Early reactions from consumers and retail partners were positive, noting how the updated design felt both nostalgic and fresh.
The playful “candy rain” illustration became an instantly recognisable feature, strengthening the brand’s personality and making it more adaptable for campaigns and marketing visuals. The refined colours and clearer logo gave Lontoo Rae stronger shelf appeal, helping it stand out while remaining true to Fazer’s design heritage.
As a concept renewal, the project achieved its goal of making an old classic feel alive again. Lontoo Rae now stands as a perfect example of how history and humour can combine to create timeless design with modern relevance.