New plans and design for Fazer’s liquorice
The “new clothes” for Fazer’s liquorice were unveiled today on 29 February at the Design Museum in Helsinki. Updating the design, which has lasted over one year, is part of Cloetta Fazer’s plans for liquorice. ‘Liquorice is changing from being a nostalgic product to a new trend. We see great potential in liquorice in the Finnish as well as foreign markets. Now it is time to invest in it,’ says Tom Lindblad, Managing Director of Cloetta Fazer Confectionery Ltd. which is the subsidiary of the Cloetta Fazer Group.
‘Cloetta Fazer grew particularly well in Finland last year. Sales of our liquorice products also grew by 7.7 per cent with only a small investment. At the same time, the growth in the liquorice market in Finland expanded, however, by only 1.2 per cent,’ says Lindblad.
‘It is important to keep with the times and further develop liquorice. The familiar taste and quality will obviously be as before even after the outward appearance has been updated,’ Lindblad promises. The new look will start to be seen on shop shelves in April in Finland and gradually in other markets.
A DESIGN TO MEET THE VALUES OF TODAY
‘We update the wrappers and packaging of several of our products every year. The updated wrappers keep the brands in the here and now and create opportunities for them in the future,’ says Mervi Hernberg, Area Marketing Director. ‘The Fazer company’s founder Karl Fazer was an innovative developer of new products and concepts. In keeping his eye to the future, he was also precise in ensuring that the company operated according to the spirit of the times.’
According to Hernberg, the aim of updating the wrapping of Fazer’s liquorice was to create a look that corresponds to today and the changed values and attitudes in our society. The old figure as such will be a thing of the past. The idea was to preserve the elements of the old design that consumers consider to be strengths: the graphic style, colouring and link to its history. The new design should also support international sales of the product and enable new products to be launched with the same look.
‘I am satisfied with the new design for Fazer’s liquorice, which has been created together with Design Office Tango. The new look draws on Finnish design language and a familiar retro colour spectrum. On the other hand, it maintains the graphic style familiar to Fazer's products, being both playful and pleasant. History and the world today are shaking hands,’ says Hernberg.
Cloetta Fazer studied in detail various design paths among consumers. Jukka Tolvanen, Managing Director of Research International Finland Oy which carried out the consumer research, respects the careful work Cloetta Fazer has carried out to meet the changing needs of consumers. ‘The consumer really is king for Cloetta Fazer,’ says Tolvanen.
