Creating a premium licorice brand
The challenge
Denmark has a dedicated community of adult licorice enthusiasts, yet no mainstream brand truly caters to their refined tastes. As Denmark’s leading licorice brand, Pingvin recognized a unique opportunity to serve this segment with a product line that emphasizes intense flavor and premium quality.
The solution
Fireball collaborated closely throughout the entire process, crafting a range of new licorice products encased in an identity and brand platform, that’s both elegant and eye-catching. With contrasting colors and bold typography, the packaging not only stands out on the shelf but also speaks directly to the sophisticated tastes of licorice lovers.
“Sammen med vores mangeårige samarbejdspartner Fireball har vi ramt et sweet spot: Vi har rebrandet et af vores mest ikoniske brands og skabt en ny type mass-premium lakrids, der kombinerer æstetik med appetit. Designet er voksent og elegant – og samtidig er der fuld smæk på smagsoplevelsen.”
Sabine Wahl, Nordic Marketing Manager, Toms