Lakrids by Bülow
10 years after Johan founded his company, it was time to strengthen the brand. Copycats had made it more difficult for the consumers to tell the difference between cheap copies and the original danish confecture. Furthermore, it was time to go global and make the world love Liquorice, so a strong new - and more international identity was needed. As Brand & Marketing Director, it was my job to find the brand DNA - and develop the new Lakrids by Bülow identity.
Development of a new CVI for Lakrids by Johan Bülow.
Find the right design agency to lift the task, including agency screening, pitch material, evaluating, and s.p.o.c. throughout the creative and development process.
Concept direction
Creative direction across all touchpoints from Lakrids stores, to design of labels, Jars, photostyle and wording.
Tone of voice
Product naming
Package and visual identity
Geo-targeting marketing
A series of videos were created for the AW2017 licorice collection. From the HQ in Denmark each in-store screens in the +23 Lakrids stores around Europe, could be customized to the local language, preferred taste, or even displaying a White Snowball licorice variant when the real snow started to fall outside a store… pretty targeted, and of cause coordinated with activities on Facebook, Instagram, newsletters, and in-store staff.
Bærries - quite unique.
Bærries, spelled with a danish letter æ and made with blueberry and sea buckthorn which are found in the wild danish nature - mixed with the finest white chocolate and sweet licorice. A pretty yummy combo with a unique name, taste, and texture - hard to copy. Do a Google search, and it still only shows Johan Bülow products.
New ways of working.
Dark & Sea Salt was born as DCMA_1. Not the most straightforward name to pronounce, but that was not the point. It was a Pretotype, designed to test the market and get feedback before actually starting production. A small-batch was created, hand-packed, launched and promoted from a (to the public) hidden Website. Targeted newsletters - and "for your eyes only" online surveys... and all done to get as much relevant knowledge, insight, and data for the R&D, Sales, and Marketing teams to make data-driven decisions… before launch.
