Trolli built their category leadership by offering unique and colorful gummies to variety-seeking consumers. They approached HBX on the precipice of a flood of new innovations in the pipeline, with a slight retail issue. Once considered edgy, the hot pink and black architecture which was a hallmark of the brand became recessive against a vibrant competitive set.

HBX set out with a strategic foot forward, conducting research on logo and architecture variations. The Trolli brand had high recognition and recall with their consumer base, therefore it was pivotal to maintain equities. HBX re-energized the Trolli identity, creating a bold, white logo that maintained some hot pink equity. To reconnect with its colorful, crave-able, sour gummy equity, we built a bold new architecture that could brand block, telegraph the unique product innovations and fit within the weirdly awesome positioning.

Trolli built their category leadership by offering unique and colorful gummies to variety-seeking consumers. They approached HBX on the precipice of a flood of new innovations in the pipeline, with a slight retail issue. Once considered edgy, the hot pink and black architecture which was a hallmark of the brand became recessive against a vibrant competitive set.

HBX set out with a strategic foot forward, conducting research on logo and architecture variations. The Trolli brand had high recognition and recall with their consumer base, therefore it was pivotal to maintain equities. HBX re-energized the Trolli identity, creating a bold, white logo that maintained some hot pink equity. To reconnect with its colorful, crave-able, sour gummy equity, we built a bold new architecture that could brand block, telegraph the unique product innovations and fit within the weirdly awesome positioning.

Trolli built their category leadership by offering unique and colorful gummies to variety-seeking consumers. They approached HBX on the precipice of a flood of new innovations in the pipeline, with a slight retail issue. Once considered edgy, the hot pink and black architecture which was a hallmark of the brand became recessive against a vibrant competitive set.

HBX set out with a strategic foot forward, conducting research on logo and architecture variations. The Trolli brand had high recognition and recall with their consumer base, therefore it was pivotal to maintain equities. HBX re-energized the Trolli identity, creating a bold, white logo that maintained some hot pink equity. To reconnect with its colorful, crave-able, sour gummy equity, we built a bold new architecture that could brand block, telegraph the unique product innovations and fit within the weirdly awesome positioning.

Trolli built their category leadership by offering unique and colorful gummies to variety-seeking consumers. They approached HBX on the precipice of a flood of new innovations in the pipeline, with a slight retail issue. Once considered edgy, the hot pink and black architecture which was a hallmark of the brand became recessive against a vibrant competitive set.

HBX set out with a strategic foot forward, conducting research on logo and architecture variations. The Trolli brand had high recognition and recall with their consumer base, therefore it was pivotal to maintain equities. HBX re-energized the Trolli identity, creating a bold, white logo that maintained some hot pink equity. To reconnect with its colorful, crave-able, sour gummy equity, we built a bold new architecture that could brand block, telegraph the unique product innovations and fit within the weirdly awesome positioning.

Trolli built their category leadership by offering unique and colorful gummies to variety-seeking consumers. They approached HBX on the precipice of a flood of new innovations in the pipeline, with a slight retail issue. Once considered edgy, the hot pink and black architecture which was a hallmark of the brand became recessive against a vibrant competitive set.

HBX set out with a strategic foot forward, conducting research on logo and architecture variations. The Trolli brand had high recognition and recall with their consumer base, therefore it was pivotal to maintain equities. HBX re-energized the Trolli identity, creating a bold, white logo that maintained some hot pink equity. To reconnect with its colorful, crave-able, sour gummy equity, we built a bold new architecture that could brand block, telegraph the unique product innovations and fit within the weirdly awesome positioning.