With merchandise out there throughout continental Europe, the UK, the US, and Canada, Panda Liquorice — which has been delivering the true style of liquorice since 1927 — has reached out for This Method Up‘s assist, asking the artistic crew to redefine its seems with a view to replicate its place as a model chief, whereas additionally look extra interesting to the youthful era of customers.

The London-based company was welcomed by the corporate’s crew again in 2020, stepping inside this candy world to work on Panda Liquorice’s visible identification, packaging, web site, and wider model world. Pushed by the mission to enhance lives by collaborating with well being and pure foods and drinks manufacturers, the award-winning artistic company’s rebrand facilities round eye-pleasing designs which are in step with the corporate’s optimistic vibes. Concurrently, the brand new visuals needed to illustrate the model as a more healthy snack, thus attracting youthful customers to “be extra Panda.”

“Panda’s rivals all look very a lot the identical: a spherical, black brand and white sort,” explains David Pearman, This Method Up Inventive Director. “Panda is the unique liquorice, and it wanted to higher talk its function as a model chief.”

To be able to depict the model because the class chief, the artistic crew centered on conveying the wealthy, virtually one-century-old historical past of the corporate, outlining the visible story in a means that feels extra trendy. “We would have liked to seek out the candy spot between the acquainted cues of the class and among the extra emergent codes of more healthy indulgence,” provides Amber Hart, the Account Director at This Method Up, who led on the Panda mission. “Panda pure liquorice has a brief components listing and there aren’t any actual nasties in there, so in the event you’re going to take pleasure in confectionery, Panda is a optimistic alternative.”

As among the customers assume that liquorice is for older individuals, the brand new design — by means of which the model desires to focus on youthful individuals — seeks to vary these perceptions of theirs, discovering itself on the intersection between pleasure and wellbeing. “We wished to actually play on being pure on pack with out utilizing brown paper bag impact like everybody else,” says Pearman. “That may look very old school — a bit bit ‘old style retro’ — and doesn’t play into capturing a youthful viewers.”

One different side the artistic crew had to remember whereas engaged on the rebrand was to assist Panda Liquorice safe new retailer listings and develop a design that may make the merchandise stand out on the shelf. Given the small measurement of Panda’s SKUs (reminiscent of liquorice bars), the packaging needed to be designed to make it simpler for customers to determine the merchandise on the cabinets.

“Panda have a really distinctive product form which truly makes it a greater chew, so we wished to actually hero that,” says Pearman. Having a particular, flowery-like form, the merchandise’ silhouettes have been printed on the packaging. Complemented by different visible parts, reminiscent of leaf particulars or minimalistic illustrations of fruits, the entire picture highlights the model’s quick and pure components listing.

The ensuing design, which feels “pandastic” due to the joyful, colourful, and vibrant aesthetics, is properly complemented by a collection of illustrations and animations developed for touchpoints reminiscent of social media property. The refreshed look asks customers to “be extra Panda” round easy pleasures and give attention to the “little moments of pleasure,” says the company.