New Day is a sub-brand developed for the sweet range of Klas. The goal was to introduce a lighter, more contemporary line within an established and traditional brand.

The name naturally led to the idea of a rising sun. We designed the logo around that symbol, simple, bold and instantly readable. The sun element is integrated into the wordmark, creating a clear visual association with morning, freshness and a new beginning, without drifting away from the credibility of the Klas name.

The identity uses warm, energetic colors to reinforce the “morning” concept, while maintaining a structured layout that keeps the packaging clear and easy to navigate on shelf. Instead of overloading the design with graphics, we focused on strong brand recognition and clean hierarchy.

The result is a distinct yet connected product line that feels younger and more dynamic, while still belonging to the Klas family.