American Licorice Unveils New Pack Graphics For Sour Punch Brand


La Porte, IN — American Licorice Co. has refreshed the packaging graphics for on its Sour Punch brand of sour fruit-flavored straws and bites. According to the company, the updated graphics offer a brighter, more modern look, and come on the heels of its recently announced brand purpose — Embrace Your Punch. The message, the company notes, is about self-love and appreciating the differences in others with the goal of encouraging mutual respect and spreading kindness to make a difference in people’s lives.

All of the new packaging includes the message Love what makes you unique, appreciate what makes others different. The company says this encompasses its shared goal investing in the happiness of both its employees and consumers.

“The Sour Punch brand has undergone an exciting packaging refresh which will be on shelves soon,” says Kristi Shafer, vice president of marketing at American Licorice. “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. 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!”

The design was executed through Kaleidoscope Imaging, Inc. through a process that enlisted a panel of Sour Punch consumers to weigh in on the creative elements, the company adds. “Kaleidoscope is thrilled to have partnered with American Licorice to refresh the Sour Punch package design,” says Scott Lucas, executive director, client services at the design firm. “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 new packaging will be available in stores and online beginning February 2019, with current packaging phasing out later in 2019. C&ST