Haribo

Design Concept

The chosen design direction was centered around creating a Shape System: a visually balanced and hierarchically responsive set of components. We wanted the design to be versatile enough to be playful yet mature, appealing to both young and adult audiences. The components were designed to be easily expanded or reduced, accommodating varying amounts of content—ideal for a responsive design system. The design elements explored include playful typography, a mix of flat and gradient colors, as well as textures, patterns, and iconography.

You’ll find a selection of social media posts below that embody the principles and elements outlined in our style toolkit. These posts serve as tangible examples of how the visual guidelines can be practically applied to create content that’s not only engaging but also aligns perfectly with Haribo’s newly defined brand aesthetics.

Deconstructed Logo

Our shape system took cues from the iconic curves of the HARIBO logo. By deconstructing the logo, we unearthed distinctive shapes that served as foundational elements for our designs. These shapes, while simple in their essence, were layered in compositions to evoke a playful atmosphere. Additionally, they were optimized to function as dynamic components, housing text, imagery, or other graphic content seamlessly.

Custom Gradients

Haribo’s palette is synonymous with vivacity. Our color approach spotlighted three primary colors – Haribo red, Goldbear yellow, and a signature background blue. Complementing these were five secondary hues. The innovation, however, lay in our introduction of gradients, both directly inspired by the candies themselves and those that harnessed the brand’s broader color spectrum. These gradients, in their light and dark variations, aimed to provide a visual lift to any accompanying text or imagery.

Background Patterns

The toolkit boasts a unique set of background patterns, including flat iconography styled patterns and real product photography. These can be used for a variety of social media content types—posts, stories, and reels. They serve to enrich the visual texture of each post, providing a visually stimulating backdrop for content.

Layout Templates

In this toolkit, our layout templates don’t just serve function; they tell Haribo’s brand story. With shapes pulled directly from a deconstructed version of the Haribo logo and the inclusion of the Haribo bear shape, these layouts create an unmistakable visual connection to the brand. They offer a flexible framework for crafting engaging, brand-consistent social media posts.