Marabou

Marabou was founded in 1916 as the Swedish sister company of the Norwegian chocolate manufacturer Freia. The company, established in Sweden by Johan Throne Holst and his son Henning Throne-Holst, has over time become one of the most recognizable representatives of Swedish chocolate culture. The brand took its name from the marabou stork featured in Freia’s logo and, over the course of its more than century-long journey, has evolved into a powerful part of Sweden’s culinary heritage.

The goal was not to alter Marabou’s rich history, but to translate this heritage into a stronger, more contemporary, and distinctive visual system through a modern design approach.

At the heart of the design are the “Made in Sweden” seal—which emphasizes the brand’s Swedish origins—the 1916 founding date, surface details inspired by the geometric motifs of Scandinavian culture, and a bold form representing the fluid character of milk chocolate. While Marabou’s recognizable typographic structure is preserved, the volume and sense of materiality added to the text reinforce the packaging’s premium feel.

The yellow, blue, and red color options form a color system that reinterprets the same brand identity across different emotional realms, standing out on the shelf without losing its cohesion. The warm and energetic character of yellow, the reassuring Scandinavian influence of blue, and the strong, premium presence of red represent the different visual expressions of the same product family.

We approached the packaging not merely as a flat design surface, but within diverse communication worlds—ranging from Sweden’s cool atmosphere to warm scenes of daily life, and from modern geometric studios to cinematic product presentations. Because strong packaging must do more than just protect the product; it must convey the brand’s origins, character, and promise at a single glance.

With the Voldi Creative signature, we design not just packaging for brands, but powerful and holistic brand experiences that carry the value drawn from the past into the future.