Omnom turned every wrapper into a bold illustration.

Omnom is a lesson in illustration as identity. Founded in 2013 in Reykjavík by childhood friends Kjartan Gíslason — a trained chef — and Óskar Þórðarson, it started in a converted petrol station and grew into one of craft chocolate’s most recognisable, most awarded design identities.

Its identity is the illustrated wrapper. Omnom describes its own look as “uniquely both baroque and minimalist,” drawing on “fantastical creatures, surrealism, pop art and Nordic architecture” — a “tattooed bestiary” where each bar is a distinct, bold design. The wordmark is the playful palindrome OMNOM (as in “om nom nom”), and the naming joins flavour components with a plus sign — Coffee + Milk, Lakkrís + Sea Salt — beside single-origin bars by percentage and oversized “BIG!” versions.

(Honest notes: Omnom is founder-led and presents as independent, though we don’t assert that as hard fact. And while the illustrated wrappers are the signature, the brand doesn’t publicly credit a single named designer or studio, so we describe the identity without attributing it to a person. There’s no official brand hex, so these tones are an unofficial interpretation.)

Omnom lives in a bold, illustrated palette. Click a swatch to copy the hex.

Omnom’s identity is bold, playful and illustrated — an Omnom blue, an ink, a hot pink, a bright yellow, and a chalk. The palette gathers a blue, a pink and a yellow — the register of a bold, pop-art wrapper. It signals fun and craft rather than restraint. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is a set of bold, poppy hues signals an illustrated wrapper. Omnom’s world is a shelf of tiny bold artworks. For designers, it is a reminder that a bright, characterful palette plus strong illustration reads as playful and collectible — right for a maker that leads with art. The takeaways: give each bar its own bold design; keep the wordmark playful; commit to illustration; and — because bright hues fail as small text — keep type dark and let the colour live in the palette and band; treat any single hex as unofficial.

The register is a bold grotesque — playful, confident, graphic.

Omnom’s identity carries a playful, confident, graphic spirit — a bold wrapper and a palindrome name. A bold grotesque captures the mood: it is characterful and strong, the register of a graphic, illustrated brand. Set in a bold, illustrated palette, the bold grotesque feels playful and confident — exactly the personality Omnom carries. It is graphic rather than quiet, mirroring an illustrated wrapper. (Omnom’s real wrappers and wordmark are works we describe but do not reproduce, and the exact typeface is not ours to use.) Because it is not ours to use, the honest description is “a bold grotesque spirit,” shown here in a stand-in. The type behaves like the brand: playful, confident and graphic.

Omnom stands for the bar as a canvas.

Omnom is a lesson in making illustration the identity. A bold, illustrated palette, a bold grotesque and a tattooed bestiary make artwork the whole brand — playful, confident, graphic. The illustration is the differentiator. The differentiator is a bold, art-led wrapper identity.

For designers and brand-builders, Omnom offers a clear takeaway: lead with art and let it be bold. The lessons: give every bar a distinct design; keep the wordmark playful (a palindrome helps); mix baroque and minimalist without fear; and be honest about the story. It is also a reminder to stay accurate: it’s a 2013 Reykjavík maker with no single credited designer, and the palette here is an unofficial interpretation. Omnom made the bar a canvas — proof that bold illustration can be the difference.

Keep Omnom’s identity on hand — save it to a board in the Made Good inspiration library.