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Haribo Goldbears (1922)

ProMax

Haribo Goldbears is a design language built like a torn-open golden bag: a warm foil-gold ground that reads as the iconic pouch, and a rainbow of gummy colors that are never flat but always light-through-candy translucent, each edge catching a soft gloss highlight. Type is chunky, rounded, and grinning — inflated vowels of raspberry-red display lettering sitting on gold exactly the way the wordmark does. Everything is squishy. Pill buttons, blobby cards, scattered-candy layouts where elements tilt like bears poured from the bag — no hard corner anywhere, because a hard corner would break the promise. Born in Hans Riegel's Bonn kitchen in 1922, this is childhood joy precision-molded and bagged in gold, where every pixel should look good enough to eat.

Learn more about the Haribo Goldbears (1922) style

  • OriginBonn / Kessenich, Germany
  • Period1922 (first Tanzbär gummy bear); Goldbears wordmark modernized 1960s–1970s; current visual through today
  • DesignerHans Riegel Sr. · Gertrud Riegel · Hans Riegel Jr.
  • MovementsGerman Wirtschaftswunder consumer branding · mid-century mascot advertising · candy-shelf pop packaging

Web examples

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Slide examples

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