Pucko, the legendary Swedish chocolate drink founded in 1951, has introduced an updated logo and identity. IW Agency developed the project with the main goal of appealing to a younger audience. Its primary focus was Generation Z, whose values include originality and authenticity.
The drink is made using an unchanged three-ingredient recipe. They are sourced from West Africa and certified by the Rainforest Alliance as fresh milk, sugar, and cocoa. Its founder, Danish entrepreneur Anker Pallesen, created a recipe that became iconic in Sweden. Decades later, Pucko’s taste remains recognizable and evokes nostalgia among consumers.
The old logo was cluttered and heavy. The new version is cleaner and more modern. The name is written in the “Sixten” typeface with smooth lines and soft curves. It is placed over a bright orange circle that serves as the brand’s symbol. The color became more saturated while retaining its warmth. Excess shadows and outlines disappeared, giving way to a light and airy style.
The word “Pucko” in Swedish means “fool,” but it is perceived with humor and warmth. The updated typeface strengthens this association. It feels friendly and lively, as if it reflects the brand’s playful character.
IW Agency also developed an additional typeface called Shake, based on Sixten. The name refers to the habit of shaking the bottle before drinking to mix the cocoa and restore the rich flavor.
The rebranding preserves Pucko’s spirit while emphasizing its authenticity and freshness. The restyling creates an opportunity to engage a new generation of consumers while remaining true to its heritage and culture.