Lanky Licorice

A legacy rope, re-tied — from lost on the shelf to loud on it.

Client: Lalees
Year: 2025
Role: Packaging redesign · SKU family
Formats: Flow wrap · display box · resealable pouch
Substrate: Metallised BOPP · SBS board
Process: Rotogravure · offset litho

Two hands passing Lanky Licorice strawberry rope packs against a red background

The brief

Lalees had a strawberry rope people already liked. The wrapper didn't say so. Washed-out pink, timid type, no appetite — a pack that apologised for the product inside it. The brief was to keep the nostalgia and replace the apology.

Front panel — before / after

Original Lanky Licorice wrapper in pale pink with thin type — Pink on pink. The name competes with the strawberry, the strawberry competes with the ropes, and nothing wins.

Redesigned Lanky Licorice wrapper in dominant red with stacked white logotype — Red owns the flavour. The logotype stacks, takes a navy keyline, and reads across an aisle.

The move

Let the product be the hero graphic

A diagonal window cuts across the front panel and shows the actual rope and its soft filling. No illustration can out-sell the thing itself at arm's length. Two callouts do the rest of the work — soft filling, 50 calories a pack — and everything else gets out of the way.

Close-up of Lanky Licorice strawberry ropes showing the soft white filling — The filling is the claim. It had to be visible on the pack, not described on it.

Hand holding a single Lanky Licorice flow-wrapped bar

Single bar — the impulse buy

Fin-sealed flow wrap on metallised film. Everything that matters sits in the top third, because that's the part still visible when the pack in front of it is standing up.

Format: Flow wrap
Seal: Fin, crimped ends
Substrate: Metallised BOPP
Net wt.: 15 g

Lanky Licorice 50-count display box open on a red background

50-count box — the checkout

A shelf-ready tray that ships closed and sells open. The count sits in a navy roundel because a retailer buying a case reads the number before the name.

Format: Display box
Count: 50
Substrate: SBS board
Print: Offset litho

Lanky Licorice 50-count resealable stand-up pouch

Resealable pouch — the pantry

The same system on a stand-up pouch, where the pack has to survive being opened, closed and shoved back in a cupboard forty times. Reseal sits under the top seal, out of the artwork.

Format: Stand-up pouch
Closure: Press-to-close
Substrate: Metallised BOPP
Count: 50

Lanky Licorice display box on a kitchen table with hands reaching in — Display box, open, mid-aisle behaviour

Lanky Licorice pouch on a pantry shelf beside a bowl of ropes — Pouch, at home, three weeks later

Back panel — before / after

Original Lanky Licorice back panel with cramped nutrition facts on yellow — Every mandatory element present, none of them arranged.

Redesigned Lanky Licorice back panel with ordered nutrition panel and barcode zone — Same legal content, given a grid. Barcode gets its own quiet zone instead of fighting the copy.

Woman laughing while holding Lanky Licorice packs

Lanky Licorice pouch in a picnic basket with strawberries

Next case

Bubblino

A Great Surprise · 2025

Tear here

Tell me what you’re making

Product, format, print run, deadline. No format in mind yet? That’s the first thing we work out.

Place an order info@rafsanhossain.com

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