Fortune Flavours The Bold

Japanese fruit-flavoured sweet brand, HI-CHEW, makes its UK debut this week with a distinctive new brand world and social campaign created by Fold7. Targeting a sweet-loving, digitally native Gen Z audience, this is the first time the brand has used an agency to define its positioning and visual universe.

To create the brand’s visual language, the Fold7 team drew inspiration from Japanese TV graphics and street signage. Short, sharp and irreverent at times, punchy colour combinations bring the intense fruit flavours to the fore, resulting in a  brand world that is highly distinctive and fun.