# Squirrel-Branded Chocolates The ‘Gnaw’ Chocolate Brand Uses a Cheeky Native Squirrel as Its Mascot By Ady Floyd | Published 2015-11-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/gnaw References: [packagingoftheworld](http://www.packagingoftheworld.com/2015/11/gnaw-chocolate.html) & [solidblock](http://www.solidblock.co.uk/projects/gnaw/) The ‘Solid Block’ agency created the brand identity for ‘Gnaw’ chocolates by incorporating a [playful squirrel mascot](https://www.trendhunter.com/trends/thats-nuts) 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](https://www.trendhunter.com/trends/bytem-brownie-bites) and the company’s homeland. The brand produces a wide variety of [flavored chocolates](https://www.trendhunter.com/trends/wild-west-chocolate), 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. ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 4% | Activity: 8% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Brand Identity:** Creating a unique brand identity that incorporates a playful mascot can help differentiate a chocolate company in the market. - **Playful Packaging:** Using a mascot on packaging can add a fun and whimsical element to the brand, appealing to consumers seeking a unique chocolate experience. - **Localized Marketing:** Incorporating elements of a country's native fauna or culture can create a sense of authenticity and connection with consumers. ### Who This Affects Most - **Food and Beverage:** In the food and beverage industry, the use of playful mascots and unique branding can help chocolate companies stand out and attract consumers. - **Graphic Design:** Graphic design agencies can explore opportunities to create innovative brand identities incorporating playful mascots for chocolate companies. - **Tourism and Souvenir:** Tourism and souvenir industries can leverage localized marketing strategies by incorporating native fauna or cultural symbols as mascots for branded products like chocolates. ## Related on Trend Hunter - [Indulgent Festive Snack Lines](https://www.trendhunter.com/trends/gnaw-chocolates.md) - [Textural Artisan Chocolate Bars](https://www.trendhunter.com/trends/gnaw-chocolate-bars.md) - [Christmas Baked Good Chocolates](https://www.trendhunter.com/trends/gnaw-chocolate-bar-flavors.md) - [Playful Baked Good Branding](https://www.trendhunter.com/trends/whaoo-filled-crpes.md) - [Animal-Shaped Chocolate Treats](https://www.trendhunter.com/trends/hames-solid-milk-chocolate-shapes.md) - [Textural Flat Easter Chocolates](https://www.trendhunter.com/trends/gnaw-chocolate-eggs.md) - [Humorous Chocolate Spots](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching.md) - [Emoji-Covered Candy Packaging](https://www.trendhunter.com/trends/family-focused-pack-design.md) - [Luxury-Inspired Chocolate Campaigns](https://www.trendhunter.com/trends/toblerone-never-square-campaign.md)