Marketing concept and tagline for the world’s saltiest licorice

Haupt Lakrits’ main product “Svenskjävlar!” (Swedish bastards) is arguably the world’s saltiest licorice candy. But I argued that was not visible in the tone of voice and graphic identity of their marketing. So together with CEO Rasmus Ragnarsson and Founder Christian Haupt, we set out to rediscover how to market their core product and bestseller.

We developed the tagline “Painfully Pleasant” and crafted a visual world full of references to punk and DIY culture, creating a distinct voice and design for the brand and product.

Our first assignment, found below, is a set of “people trying the product”-films that are not what you’d expect from a candy producer. We filmed them inhouse with myself as director, Jan Sjöberg and Staffan Kjellvestad behind the camera, and Kevin Gibba and Jan Sjöberg designing graphics under my creative lead.

I’m very excited to see where we can go and what boundaries we can break together with Haupt Lakrits.