Lindt & Sprüngli
Lindt Gold Bunny
Targeted, coherent and efficient with outstanding results.
The problem?
An iconic product with inconsistent campaign delivery and rising production costs.
The solution?
A scalable key visual, supported by smart systems and beautifully clear guidelines.
The outcome?
A +7% sales lift for the Gold Bunny campaign and a benchmark system produced for all five UK brands.
Walking into Lindt & Sprüngli’s UK head office was like stepping into a sophisticated version of Willy Wonka’s chocolate factory, and at easter our reception was similarly stacked with Gold Bunnies, Bunny ears and solid chocolate eggs.
Initially, Lindt approached us to create a new key visual for their iconic Gold Bunny — a product with over 60 years of heritage and with over 3 million Gold Bunnies sold in the UK each year, it’s one of the most recognisable icons of Easter.. But the project quickly evolved into something more transformative. Through a combination of crafted design, elegant system thinking, and razor-sharp execution, we helped Lindt reimagine the way their seasonal campaigns were delivered across the UK.
We explored several creative directions, but one stood out: a rich, storybook-style landscape, illustrated in vector format using Adobe Illustrator. Every blade of grass and blossom was individually drawn, infinitely scalable and richly atmospheric.
But what really made the difference was the system around it. We developed a modular design structure that allowed the artwork to be easily adapted across formats and channels — without losing its charm or consistency. This was supported by a suite of best-in-class guidelines, praised by Lindt’s senior team as the best they had ever received.
So successful was the approach that Lindt invited us to apply the same thinking across five additional UK brands. We audited and refined visual systems, tackled inconsistencies in layout and packaging, and delivered practical, beautifully designed assets that reduced complexity while raising the bar.
The impact was tangible. The Lindt Gold Bunny campaign delivered over 7% growth in a challenging category. Implementation costs were significantly reduced. Internal teams were empowered with the tools to work more efficiently and creatively. Our approach didn’t just improve execution, it became the benchmark for Lindt UK.
…these are the best set of guidelines we have ever seen.
Ciaren Owen, Senior Brand Manager, Easter
UK guidelines
Gold bunny, Lindor, Excellence, Swiss Luxury, Festive and Master Chocolatier
So successful was the approach that Lindt invited us to apply the same thinking across four additional UK brands. We audited and refined visual systems, tackled inconsistencies in layout and packaging, and delivered practical, beautifully designed assets that reduced complexity while raising the bar.
From one bunny to four additional brands, this was a quietly powerful evolution, built on clarity, craft, and commercial impact.
