Trolli rebrand, “Let the fun win” campaign
Still from the “Dictator” commercial.
Omnes is the branding and advertising typeface for Trolli.
Trolli is a German company selling gummy candies and soft licorice gums in over eighty countries. Berlin-based agency Heimat created a striking identity for the brand. They introduced a new slogan, “Let the fun win”, and a new typeface to go with it: Omnes Black is the heaviest weight of Darden Studio’s rounded sans. With its chubby yet distinctive shapes, it’s the perfect equivalent for the yummy titbits. Omnes Black is combined with photography that focuses on Trolli’s multicolored products themselves.
The new identity was launched via a couple of TV commercials that set the bonkers tone. It was soon followed by a large-scale poster campaign that borrowed the slang and syntax of internet memes, complete with double entendres and other puns. For the Trolli website, Heimat specified the slightly lighter Omnes Bold for headlines, and paired it with Arial Rounded for text.
![“Bit cute how sour [mad] everyone is here.”](https://assets.fontsinuse.com/static/use-media-items/146/145872/full-4908x3272/62bc563e/Trolli%20Let%20the%20fun%20win%20Bissl%20suess.jpeg)
“Bit cute how sour [mad] everyone is here.”
“Me: No sweets this week.
Trolli: LOL”
“Everyone else: Boohoohoo.
You: Nom nom nom.”
“What your stomach sees just before it’s happy.”
Still from the “Guru” commercial.
“How do 40 dinosaurs survive in a bag? They’re all vegan.”
Homepage detail featuring Omnes Bold with Arial Rounded.
