Hard on the outside, soft on the inside

Our Tikkels Special Love Edition for Valentine's Day for young liquorice consumers - a real contrast to the day of the lovers: instead of sweet and romantic, the liquorice drops are laid-back and maverick.

ACTIVE LISTENING

The well-known Dutch liquorice brand Tikkels planned to launch a Special Love Edition for teenagers in time for Valentine's Day. A mix of raspberry, blueberry and liquorice drops.

UNDERSTANDING

Instead of presenting the popular sweets in a girlish and playful style appropriate for Valentine's day, the task was to develop a cool, rebellious and unconventional design.

DESIGN EXCELLENCE

The Special Edition’s heart logo is more reminiscent of a tattoo than a romantic icon. Black and white dominate and the masculine typography forms a contrast to the variant's name, making the design true to the Tickels motto: hard van buiten, zacht van binnen - hard on the outside and soft on the inside.

Facts & Figures

  • Market analysis
  • Concept development
  • Design development
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