The TOMS Group is one of the largest confectionary companies in the Nordic region. The TOMS Group wished to revitalise the classic brand ‘Gajol’, which has existed since 1933. We were confronted with the task of finding the core values reflecting present recognition and potential future traditions in a revitalised packaging design. The design had to be unique and recognisable, and comprised of visuals of the highest quality. The ideal solution was to balance traditions from the last century and the future as-well-as meet the ever-increasing competition in the confectionery market. We designed the future tradition packaging as well as several unique line extensions that connects past, present, and future.