Lakrids by Bülow

How do you turn an icon of Danish liquorice into an icon of world confectionery? Our rebrand of Lakrids by Bülow does exactly that, digging into the core of the brand to uproot a whole category.

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When he first started making gourmet liquorice, Johan Bülow wasn’t challenging a category. He was creating one. Now 10 years later, trying to navigate a sea of imitators, he challenged Pearlfisher to help him redefine the category once again and take super-premium liquorice global.

Our creative positioning of this Danish icon was ‘rooted and dynamic’ – grounded in authenticity but relevant and adaptable. We expressed this by evolving the black at the heart of the brand and refining Lakrids’ fundamental shapes in line with the purity of traditional Scandi design. By elevating the front label to the top of a new jar with softened corners, we were able to display the fullness of the product within an original and modular system. The final touch was to remove Johan’s first name to create a bolder and more definitive title: Lakrids By Bülow. Because now there can be no doubt – there’s only one brand leading the world in the love of liquorice.

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