Rebrand
American Licorice Company set to launch brand refresh for Sour Punch Candy
American Licorice Company (ALC) has announced a brand refresh, unveiling a new packaging design for its popular Sour Punch product line.
The new packaging, designed by branding experts Kaleidoscope, will be available in stores and online beginning February 2019, phasing out current packaging later in the year.
In recent years the sour candy market has continued to gain momentum as a sought-after treat. As an industry leader, and one of the first companies to enter the space nearly 30 years ago, ALC said Sour Punch was seeking “a creative outlet to expand on the brand’s purpose while also remaining close to its roots as a founding supplier of sour candy.”
The new packaging was an inclusive process that enlisted a panel of Sour Punch consumers to weigh in on the creative elements.
“Kaleidoscope is thrilled to have partnered with American Licorice to refresh the Sour Punch package design,” said Scott Lucas, executive director, client services at Kaleidoscope. “The goal was to ensure the solution remained true to its valuable equities but also delivered a new and 'PUN-CHI' design system that stood out on shelves and enticed consumers of all ages.”
The refresh arrives on the heels of the recently announced brand purpose, “Embrace Your Punch” and introduces a brighter, more modern look.
“As part of the process we consulted sour candy fans to find out where the brand should go. We confirmed the strength of some of our brand assets such as our PUN-CHI character, lightening boltz and green accents, so those remain as part of the new design” said Kristi Shafer, vice president of marketing at ALC.
“Equally important was ‘testing’ the brand purpose messaging on the package. This was a game changer as we realized people want and need brands that inspire and that is what we are trying to do at ALC. We are so excited to roll this out in the coming months!”
