FAB is Fab at Fifty

Springetts Brand Design created the redesigned packaging for FAB Lollies. The packaging overall is appealing to the eyes while maintaining a sense of being down-to-earth. Bold colors and fun illustrations help draw the consumer to this nice refreshing treat.

“FAB had lost its cool and was coming up on a milestone birthday. The packaging had evolved to look like every other lolly brand in the freezer. Everyone recognises a FAB and the packaging should be no different. We discovered that outside of FAB, everyone was using the trio of colours far more iconically than the brand themselves."

"Our task was simple…to make the brand as iconic as the lolly.”

“We delved back through the FAB brand history and discovered that the brand, like the lolly, was strongest when it celebrated the trio of flavours topped with sprinkles. We did not however want the brand to only be about nostalgia. This had to be a complete reinvention like the Mini Cooper." 

“We made the lolly the hero and reconnected the brand back to the product. We also stripped back the over-engineered type to something simpler and more fun.”

"The product descriptors came from a 5 year old, Isabella, who upon tasting the lolly described it as ‘milky, choccy, strawberry…with sprinkles on top.’ We thought it described a FAB perfectly so we used it on the packs.” 

“We also created a limited edition ‘birthday cake’ flavour to celebrate the brand’s 50th birthday with a campaign around being ‘fab at fifty’." 

"The overall design achieves a stripped back simplicity that talks about the fun of the product.”


Agency: Springetts Brand Design
Creative Director: Paul Williams
Design Director: Lou Elms
Designer: Sam Stringer
Location: London, UK