Monkey Tree Licorice

Monkey Tree Licorice, a purveyor of black, red, and candy-coated licorice, was seeking a vibrant and engaging brand identity. Their target audience spans a wide range, from children aged 5 to adults 45, with a focus on creating a fun and enjoyable snacking experience. Key brand attributes included "fun," "happy," "momentary," "sweet," and "hedonistic," emphasizing an enjoyable, carefree, and delightful treat.

The client desired a logo incorporating their signature Pantone 1925 c color, along with a cohesive identity package encompassing business cards, letterhead, and envelopes. Furthermore, they required the design and creation of a prototype for their licorice packaging that aimed to communicate a message of effortless enjoyment with the tagline:

"I want a fun candy I can enjoy right out of the box. No deep thoughts, just a handful of Monkey Tree!"