One of Estonia’s most beloved brands, Kalev, is celebrating 220 years of confectionery production this year. To mark this remarkable anniversary, we are launching an online exhibition showcasing a selection of fascinating stories about Kalev’s sweets throughout the years. Every era has its own distinctive character, offering plenty of nostalgic discoveries and familiar favourites for sweet lovers of all ages.
Exhibition
Timeline
Stories
Kalev is Estonia’s leading confectionery company, which continues to hold within the finest traditions of sweet-making that began as early as 1806 in Tallinn’s Old Town, at the site of today’s Maiasmokk Café. Since then, the world of confectionery has continuously evolved, by offering ever more delightful flavours and experiences.
In the 19th century, chocolate was not only a delicious treat but also a symbol of wealth and social status, enjoyed almost exclusively by the affluent. Its high price reflected its exotic origins, complex trade routes, and the skilled craftsmanship required to produce it. Chocolate was a rare gift, meant to be savoured slowly. Even its packaging was an essential part of the luxury experience.
Did you know?
The predecessor of modern chocolate was a cacao-based drink made from cocoa beans by the Maya and Aztec civilizations as early as 4,000 years ago and offered to their gods. Cocoa beans reached Europe only in the 16th century through the Spanish. At that time, chocolate was consumed as a drink; the solid chocolate bar is a much more recent invention.
In 1806, Lorenz Caviezel opened a confectionery shop on Pikk Street in Tallinn, where marzipan sweets were crafted by hand. In 1864, the small business was acquired by the Baltic German confectioner Georg Stude, who expanded it and opened a café. Alongside marzipan figurines, he also offered chocolates, cakes, and tortes.
In the early days of the confectionery industry, sweets were made entirely by hand. Skills and trade secrets were passed down from master to apprentice and from father to son. It was a craft that demanded precision, patience, creativity, and the right tools and techniques.
Did you know?
Nearly 200 marzipan moulds dating back to Georg Stude’s time have been preserved at Maiasmokk Café and are still used today to create marzipan figurines.
At the beginning of the 20th century, the aristocratic luxury gave way to the modern Art Deco style. Its distinctive forms, bold designs, and decorative typography did more than convey information. They created an image of an urban, sophisticated lifestyle, which centered on pleasure and indulgence. The style made a return to the product packaging decades later.
In 1940, the nationalisation of Estonia’s confectionery industry began. The merger of several confectionery companies led to the establishment of Kalev’s predecessor, Kawe. Sweets became symbols of national identity, and their packaging often conveyed messages through symbolic imagery.
After the war, resources were scarce, yet confectionery production still continued. Sweets were promoted as small pleasures for everyone, even though chocolate remained beyond the reach of many people. Packaging adopted the visual language of Stalinist classicism, which was characterised by bold forms and multilingual typography. National motifs were interwoven with socialist ideology.
The Soviet era demonstrated how shortages of resources could foster innovation. Limited supplies of raw materials and economic constraints forced manufacturers to find creative solutions: recipes were adapted, ingredients were substituted, and production methods were modified according to what was available. Packaging on the other hand helped compensate for the scarcity of resources.
Kalev began promoting an active lifestyle in the 1970s, even though sponsorship in its modern form did not yet exist. Sport and the Olympic Games also found their way onto Kalev’s packaging, and an active lifestyle remains an integral part of the company’s identity today.
The energy of 1980s pop culture also found its way into the confectionery industry. Advertising, graphic design, and packaging became more playful, colourful, and vibrant than ever before. Design was intended to evoke positive emotions, and photography was increasingly incorporated into packaging design.
The 1990s brought both chaos and an explosion of creativity to the confectionery industry. For the first time ever, there was freedom to experiment with flavours, shapes, packaging, and advertising. While there was a strong desire to move away from the Soviet past, familiar and nostalgic elements were also preserved. In the search for a new identity, punk met tradition, and digital design tools such as photoshop transformed packaging design forever
At the turn of the century, the confectionery industry adopted a more strategic mindset and a longer-term vision. Brands began creating stories, identities, and experiences. The challenge became how to be both global and local, traditional yet contemporary. The third decade of the 21st century saw Kalev’s major rebrand, when its entire product portfolio was given a unified visual identity – the distinctive, eye-catching, and memorable look we associate with Kalev today.
Kalev’s signature collection reflects our heritage and spirit of innovation, featuring both beloved classics that have stood the test of time and new flavours that have won the hearts of many Estonians with their uniqueness and exceptional taste.
Did you know?
Anneke, Estonia’s best-loved milk chocolate, just recently celebrated its 80th anniversary. Reflecting the trends of each era, dozens of different girls have appeared on its wrapper over the years. Anneke has taken part in Estonia’s Song and Dance Celebrations, dreamed of becoming a princess, and enjoyed life in the countryside.
Past flavours and packaging designs continue to inspire Kalev’s products today and will continue to shape its future. In a recent Future Packaging Design Competition, young designers created packaging concepts inspired by both the past and the present.
Competition winner Marlene Schwindt: “The mirror effect appeals on an emotional level and creates a unique package for everyone, turning every sweet into a personal experience. No two packages are ever the same.”
Special Award winner Merli Veberson:”The design of the pick-and-mix vending machine is bold and instantly recognisable, using Kalev’s signature colours.”
