The ‘Gnaw’ Chocolate Brand Uses a Cheeky Native Squirrel as Its Mascot

By: Ady Floyd - Nov 5, 2015
References: solidblock & packagingoftheworld
The ‘Solid Block’ agency created the brand identity for ‘Gnaw’ chocolates by incorporating a playful squirrel mascot that represents the brand’s country of origin. The design team first created the name ‘Gnaw’ and decided that ‘W’ would be written as if someone had taken a bite out of it.

When the name was established, the designers decided to brand the chocolates with a mascot to express a playful side of the chocolate company. Using the British native red squirrel as the mascot allowed a cohesive brand image that fused the name, the bite mark and the company’s homeland.

The brand produces a wide variety of flavored chocolates, which are all labeled with the playful squirrel. However, each flavor shows the forest critter in a different pose or outfit that best reflects each specific flavor.