Welcome to the online Fazer Candy Store

Fazer ecom Pentagon Design

Fazer Confectionery

A novel online marketplace for sweets pioneers Fazer in e-commerce

Concept design, Service design, Customer experience design, Web design, UX design, UI design, Packaging design, Visual identity design

Fast-moving consumer brands are building their digital footprint in multiple ways. In addition to building the brands online, Fazer also wanted to stand in the forefront of online retail. Our goal was to design a web store that makes Fazer a forerunner in the online sales of confectionery.

As part of this goal, Fazer also wanted to explore new business models and ways of operating in the omnichannel environment. We needed to build a novel, memorable and personal Fazer brand experience that engages consumers with a combination of intuitive online store and unique packaging design.


Fazer is one of the most loved brands in Finland and as a result, the consumer’s lasting interest to the brand acted as the foundation for the new online store. The company has created strong brands with consistency, engaging the consumers across brand encounters and constant renewal to stay relevant in the customers’ minds. These attributes served as the initial design drivers in the development of the customer journey.

Since the beginning of the project, Fazer aspired to build a fast-to-market solution. With agile methods and the agile Shopify platform, the development and design of the service was quickly refined with the client and the end-users. What’s truly remarkable is that online store was up-and-running in less than four months. Woolman was in charge of the technical execution of the site.


The online Fazer Candy Store provides customers with an enjoyable UX and clear UI. It offers a carefully designed customer experience that covers the entire customer journey from the selection phase to purchasing, ordering, unboxing and enjoying the products. As a result, it has been driving sales through digital channels ever since the beta versions debut in May 2018.

The concept is flexible and scalable. It supports for example seasonal themes, new concept ideas and campaigns within the same platform. We produced the visual concept, interface, layouts, color choices, animations and transitions of the online store.

The store experience was topped with a unique package design concept: Online Exclusive boxes that cannot be purchased anywhere else. These candy boxes are a next level gifting experience for friends of Fazer living abroad and people looking for iconic gift ideas for themselves or their friends and family.

3,5 months

Project period from a concept to a running website

Novelty box

Most loved candy box on the website


Average feedback rate on 1-5 scale


Partners involved

The appealing visual elements make finding items simple. A truly commercial yet visually striking front page introduces the main categories, a well-functioning search and clear search results. These are powered by clearly communicated product information and related attributes.