Springetts redesigns Fab lollies for its 50th anniversary

Design consultancy Springetts has redesigned the packaging and branding for Fab lollies. The London-based company aimed to make the brand “as iconic as the lolly.”

“Fab had lost its cool and was coming up to a milestone birthday. The packaging had evolved to look like every other lolly brand in the freezer,” says Springetts. “Everyone recognises a Fab and the packaging should be no different. We discovered that outside of Fab everyone was using the trio of colours far more iconically than the brand themselves.”

The new logo keeps the cartoony type that appeared on the old packing, but does away with the bubble-effect overlayed on the text, now incorporating a softer hue of blue with a textured finish. The packaging now features an illustration of the red, white and chocolate (doused with sprinkles) lolly.

“We delved back through the Fab brand history and discovered the brand, like the lolly, was strongest when it celebrated the trio of flavours topped with sprinkles. We did not however want the brand to be only about nostalgia. This had to be a complete reinvention like the Mini Cooper,” says Springetts. “We made the lolly the hero and reconnected the brand back to the product. We also stripped back the over-engineered type to something simpler and more fun.”

The product description on the packaging was provided by a five-year-old ‘consultant’ named Isabella who described the taste as “milky, choccy, strawberry…with sprinkles on top”. Springetts thought this “described fab perfectly and so used it on the packs.” The redesign also launches with a limited edition ‘birthday cake’ flavour and a campaign based on the concept of being “Fab at fifty”.