We moved away from the standard image of Cupid to avoid a romantic aura. The putti character needed a bright, recognizable personality with a playful, mischievous look. The putti is dressed in a colorful jumpsuit, just as the candy is wrapped in packaging.

We updated the brand logo: the character was simplified, losing excess details, resulting in a cleaner, more legible silhouette. The serif font was removed from the brand typeface. These updates made the new logo more contemporary and allowed it to be applied even to the smallest formats.

The signature putti character from the logo becomes the protagonist and the core of the entire brand identity. A bright character with colorful hair and a jumpsuit interacts with the space in mockups. Its unusual proportions and rounded, clear shapes make it amusing, playful, and uniquely charismatic.

The silhouette of the brand logo transforms into an original frame-window: a colorful space where the putti lives. The overall brand concept is supported by the brightness and contrast of the visual solutions.

The brand color palette is based on a delicious combination of milk and dark chocolate tones, complemented by clean, vibrant hues. Illustrations incorporate emotional words formed from letters that the putti character plays with.