Zappo
Scope
Brand Identity · Packaging
Year
[2026]
Zappo is an iconic Australian candy brand best known for its intensely sour flavours and bold, playful identity. Originally launched in the late 1990s by Stuart Alexander & Co, Zappo quickly gained popularity among younger audiences for its tongue-tingling taste and vibrant, irreverent branding.
Context
Zappo is an iconic Australian confectionery brand with a legacy spanning over 40 years. I was engaged to reimagine the brand, evolving its visual identity to resonate with a new generation while supporting its debut launch into the American market.
This iteration builds upon my previous work with the brand, extending the visual system across packaging and supporting collateral.
Approach
The objective was to modernise Zappo’s presence without losing the nostalgia and recognisability that long-time consumers associate with it.
The logo redesign preserves the brand’s signature bubble typography, a defining characteristic, while refining its structure for improved clarity and versatility. The iconic accent marks at the end of the wordmark are retained and sharpened, symbolising the sour, chewy sensation that defines the product experience.
A key component of the refreshed identity is a series of fruit sticker graphics representing individual flavours. These playful elements are integrated throughout packaging and broader brand collateral, reinforcing flavour differentiation while injecting energy, colour, and youthfulness into the system.
Outcome
The refreshed identity strikes a balance between nostalgia and contemporary appeal, positioning Zappo for a new market while maintaining its recognisable and playful brand essence.
