A breath of function

Visual Identity, Packaging Design

The Mynthon pastilles have been a staple for freshness and soothing sore throats since the 70s, with the introduction of new product lines and variations from chewing gum to zip mints the original identity had aged while new packs were looking disconnected. We helped Cloetta bring a clarity and sense of unity across the Mynthon family to bring a consistency to markets in Finland and the Baltics.

Looking to build upon their function-first product personality, we created a more robust logotype and message system. The dynamic M graphic brought a connection through the lines while giving a dazzling impact on the busy shelves.




Retail, Confectionary



Type of Work

Visual Identity, Packaging Design

Client description

Cloetta is a Swedish confectionery and nuts company. The company manufactures and sells local confectionery brands on its main markets Sweden, Finland, Norway, Denmark, Netherlands, Germany and the UK.