Making an icon iconic again

First baked in 1969, Gaidelis is one of Lithuania’s most familiar food brands. Its rooster biscuit has been part of everyday life for generations, known by grandparents, parents and children alike.

Over the years, Gaidelis grew far beyond the supermarket shelf. The brand became involved in recipes, sports, cultural initiatives, sponsorships and community events. It was present everywhere, but it did not always look like the same brand.

There was not even an official master version of the rooster logo. Over several decades, the symbol had been repeatedly traced from different versions, gradually changing its form. Eventually, the monogram used in communication no longer matched the rooster embossed on the biscuit. The product itself was the only place where the original symbol had remained unchanged.

Each campaign also introduced a different visual style. The logo lost clarity at smaller sizes, and there was no consistent system connecting the many ways Gaidelis appeared. The challenge was not to make the brand better known. It was to give a national icon one clear and flexible identity.

We did not reinvent Gaidelis. We built a system from the elements people already knew. We returned to the most authentic version of the symbol, the rooster embossed on the biscuit. It was carefully redrawn as a clear and distinctive monogram, preserving its familiar character while improving its structure and clarity.

The wordmark was updated with letterforms that echo the shapes of the bird, creating a stronger connection between the name and the symbol. A scalable logo system was then developed, moving from the complete signature to the rooster head and a compact G monogram. This allows the brand to remain recognisable at every size.

A new variable typeface became the expressive voice of Gaidelis. It can shift between many typographic styles, giving different campaigns and activities their own character while keeping them part of the same brand.

Graphic elements inspired by stacks of biscuits bring the product into the wider visual language. Together with a new icon system and graphic patterns, they create a flexible brand world that can adapt to different audiences, messages and occasions.

Every element can change in expression, but the brand always remains recognisably Gaidelis.

For the first time, Gaidelis has one coherent identity for all the roles it plays. The new identity protects more than fifty years of recognition while giving the brand the flexibility to remain relevant for the generations ahead. Gaidelis can now appear in many different places and speak in many different ways without ever looking like a different brand.