Lakrids by Bulow

When the copycats arrive, how do you elevate yourself to the sweet spot at the top?

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 has uprooted the category once again to take super-premium liquorice global.

Lakrids by Bulow

Hailing from the island of Bornholm – renowned around the world for its innovative food culture - entrepreneur Johan Bülow started making gourmet liquorice in his kitchen. 10 years later, his liquorice has become a much-loved Danish delicacy and the most iconic confectionery in Denmark.

To match the innovative nature of his growing product offer, and to rise above an increasingly copy-cat competitive set, Johan Bülow was looking to once again challenge the category he had created. He tasked us with distilling the Lakrids brand essence and creating a powerful design solution to inspire the brand’s iconic path, reinforce its leadership and extend its international scope.

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.

Client

Lakrids by Bülow

Mode of life

Luxury

Taste

Sector

Confectionery

Awards

Creative Circle Awards

Media inquiries
Chantal Goodman
chantal@pearlfisher.com
 
London
+44 (0)20 7603 8666
New business inquiries
Jamie Chalmers
briefldn@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
New York
+1 212 604 0601
New business inquiries
Lauren Vellek
briefnyc@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
San Francisco
+1(415) 757-5010
New business inquiries
Paula Murray
briefsf@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
Copenhagen
+45 70 222 640
New business inquiries
David Ramskov Hansen
david@pearlfisher.com