Logo refresh – After two decades without change, the logotype was refined into a crisp, contemporary expression. Metallic finishes and gradients were removed, while subtle spark integrations added vitality and a new strong brand asset without breaking from OLW’s heritage.

Brand system – The spark evolved into a celebratory ribbon motif, extending naturally into motion, digital, and social. Animated sparks and custom emojis increased memorability and visibility across channels. A vibrant colour palette enabled bold, flavour-driven colour blocking for instant recognition. Refined typography with ink traps visually echoed the spark, balancing energy with approachability. he system was designed to flex seamlessly across packaging, experiential activations, influencer collaborations, out-of-home, and digital touch points, keeping OLW emotionally resonant and culturally relevant.

Packaging system – The spark became a unifying element across the full pack portfolio, from crisps and crunchers to cheez doodles, nuts, maxi bags, and limited editions — increasing shelf recognition and product differentiation.

Sustainability integration – Material choices were informed by environmental considerations, including ISCC-certified, 79% bio-based plastic, aligning the new identity with responsible production.

Scalability and activation – The system was designed to flex seamlessly across packaging, experiential activations, influencer collaborations, out-of-home, and digital touchpoints — keeping OLW emotionally resonant and culturally relevant.