Young & Smylie Licorice

Young & Smylie Licorice

Vertis Inc, Tucson, Arizona, 2009

Description

Young & Smylie, a licorice brand with more than 150 years of history, was to be given new life by the Hershey Company in the launch of its premium licorice product. The brand is a marriage of old and new, featuring an apothecary-styled design architecture that reinforces the health benefits of natural licorice. It is complete with a contemporary brand image, upscale design style and a muted color palette that sets the product apart from its competition and resonates with today’s consumer. The look finishes with high-quality rotogravure engraving and printing on rich, matte stock.

Juror Notes

This packaging separates the product from its competitive set. A nice step forward in bagged candy.

Collections: AIGA 365: 31 (2010)
Discipline: Package design
Format: Package

Credits

Design firm
Vertis Inc
Creative director
Steve Beckman
Art director
Kristin Levitskie
Designer
Casey DeCarlo
Illustrator
Denise Haley
Client
The Hershey Company
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