Reclaiming Ownership of a Category

LAKRIDS BY BÜLOW pioneered the concept of premium liquorice in clear jars—an idea so successful that competitors began to mimic it, making the original harder to distinguish on the shelf. As the brand set its sights on global expansion, it needed to reassert its uniqueness, elevate its design, and reinforce its position as the true category leader.

At the core of the redesign was a bespoke, structural packaging concept built around a precise 72 mm diameter—a system that ensures every jar clicks seamlessly into place, creating strong shelf impact. This new form is now trademarked and owned solely by LAKRIDS BY BÜLOW, restoring its position as the defining icon of Danish confectionery.

Beyond structural innovation, the identity was refined to establish even stronger brand ownership. We created a distinctive brand symbol—Lakrids = Bülow—which cements the brand’s status and strengthens recognition. Combined with a sleek, elevated aesthetic and a commitment to sustainable packaging, the redesign gives LAKRIDS BY BÜLOW a powerful presence that is both premium and unmistakably its own.

Since the rebrand, LAKRIDS BY BÜLOW has seen significant growth, expanding its global reach and strengthening its position in the premium confectionery space. The design was awarded Gold at the DBA Design Effectiveness Awards, underscoring its impact on sales and brand perception.

By redefining its packaging and identity, LAKRIDS BY BÜLOW didn’t just reclaim its place on the shelf—it reclaimed its status as an icon in premium confectionery.

Deliverables

• Brand Identity & Positioning
• Bespoke Structural Packaging Design
• Sustainable Packaging Strategy

‍