Reviving an icon

The logotype has undergone a complete overhaul, drawing inspiration from the rich history of wordmarks that the brand has utilized since 1909. The characters, which feature classic sans-serif fonts with contemporary angles, along with the distinctive arc, grant the logo a modest yet distinguished appearance.

Together with the finely adjusted logotype, the A-symbol has been simplified and optimized for more compact spaces. It is positioned in the classic Läkerol style – at the center of the front and on top of the lid. Additionally, an enlarged version of the A-symbol serves as a graphic background pattern.

The front design has been simplified by removing both the pastille images and flavor illustrations. Instead, we convey the full flavor through the three-tone color scheme of each pack. This refinement makes it easier for consumers to locate their favorite flavor on the shelf.

The darker the color, the more intense the taste. Each flavor is defined according to a flavor system, in which licorice-based flavors possess darker tones, while fruity and sweet flavors are represented by lighter color tones. This approach creates an intuitive method for consumers to find the pastille that aligns with their taste preferences.  

Every element on the packaging has been meticulously refined and strategically positioned to exude quality. This includes an "infotainment" section on the back of the packaging, designed to curate and clarify the various flavors.

By achieving a clear and cohesive expression, we have successfully created a more significant impact on the store shelf.