Hi-Chew, the fruity and chewy candy from Japan, was introduced to the US a decade ago and has since become a favorite treat. Now, the brand is being introduced to the UK with a fun and fresh visual language that specifically speaks to Gen Z. Inspired by Japanese TV graphics and street signage, the brand is introducing itself to a new audience with colorful, sharp imagery that's equal parts punchy and playful.
The simple, blocky style of the text communicates the soft and stretchy texture of Hi-Chew, along with its distinctive shape. The versatile shape of the chews also comes into play with other elements, as it can be easily translated into everything from bold patterns and stickers to GIFs that are easily shared across social media.
Image Credit: Hi-Chew