Nelly

Nelly is a beloved Serbian chocolate brand founded in 1994, with decades of presence on the local market and a loyal customer base that grew up with the brand.

Their logo had become outdated, too playful, inconsistent, and lacking the premium feel needed to appeal to modern audiences and new markets. The typeface felt mismatched, the red oval pushed it further into a childish direction, and rounding the corners sacrificed any sense of sophistication.

Rather than a full rebrand, this was a strategic redesign, keeping what mattered while fixing what didn't. The new wordmark uses all-lowercase lettering with curved letter walls (not rounded corners) to stay friendly without losing its premium edge. Connected negative space between letters creates a sense of motion, like chocolate being mixed, while naturally integrating a previously disconnected logo element. The red was boosted for vibrancy, the gradient dropped in favor of a clean yellow frame, and a submark was built from the same mixing motion motif.