Make one wrapper carry a whole line.
Lalees — Panrax Group's confectionery brand — was readying Lanky Licorice, its strawberry rope line, for the next retail push. The existing wrapper had served for years, but the next shelf is harder: US retail, Amazon thumbnails, and a candy aisle that shouts. The brief was simple to say and hard to do — keep the fun, rebuild everything else, and make one design stretch from a single stick to a fifty-count display box.
The stick wrapper — drag to compare
In candy, appetite is the argument. The old pack wasn't making it.
Charming up close. Invisible at two meters.
Before sketching anything, I audited what the old pack was actually saying. Bubble letters on a pink field read as novelty, not appetite. The name dissolved at shelf distance, the strawberry story hid in a corner, and the Lalees mark competed with its own product. Nothing communicated the thing that sells rope licorice — soft, fresh, red.
Front of pack — drag to compare
The product is the palette.
One principle drives every decision: the rope's own red is the brand's strongest asset, so the pack surrenders to it. A radial sunburst gives that red energy without clutter — candy-store optimism, redrawn clean. The logotype was rebuilt to read across an aisle: tall, stacked, white with a blue keyline that survives any background. A real strawberry replaces the abstract flavor cue, the Lalees lockup returns to the roof of the pack where a masterbrand belongs, and every claim — soft filling, fifty counts — earns its own roundel instead of floating free.
The back panel is design too.
Redesigns get judged on their fronts and shipped on their backs. The nutrition panel was rebuilt on a strict grid for legibility at wrapper scale; allergen and manufacturer lines were reset in a type system that survives flexo printing; a QR now links the physical pack to the brand. Barcode, net weight, and the artificially-flavored declaration all found deliberate homes — regulatory text treated with the same care as the logo.
Back of pack — drag to compare
One design, three formats.
A single stick at the counter, a fifty-count stand-up pouch, a fifty-count display box for retail — the same visual logic scales across all three without redrawing. The stacked logotype anchors every face, the sunburst flexes to each proportion, and the count roundel migrates where each format needs it.
One design. Three formats. Zero redraws — and a system already waiting for the next flavour.
Photography that acts its age — young.
The launch art direction leans all the way into the color system: red on red, real hands, real appetite. Candy is an impulse category and an emotional one — the campaign sells the moment of grabbing a stick, not a studio still. The pack was built to survive this world too: legible in a selfie, in a picnic basket, on a pantry shelf.
Signed off. Printing next.
The redesign is approved by Lalees and Panrax Group and heads to production for an upcoming launch — this case study previews a product you can't buy yet. When it reaches shelves, the real-world photography lands here too. Until then, the campaign said it best in a handwritten line.
