Orkla approached us with the ambition to re-establish Panda as a category leader through a complete Brand Repositioning and Redesign. We needed to communicate the taste of all-natural liquorice in every market and recruit a new generation of consumers seeking ‘permissible indulgence’.
In order to achieve this, we have created a distinctive new Brand Identity, Pack Design and Brand World, focussing on communicating Panda Liquorice’s short ingredient list, clean label and naturalness. Whilst balancing this with the vibrant and joyful cues and codes of confectionary. The distinctive Panda liquorice revolver shape has been used as an iconic holding device for the brand identity both on and off pack. A bold and joyful colour palette has been selected to dial up standout and differentiation on shelf. The wider Brand World, Digital and Social Media assets, utilise bespoke illustration and animation to further cue the joy of eating Panda liquorice, alongside a call to enjoy life’s simple pleasures…‘Be More Panda.