First sold in 1909, Läkerol is a Swedish brand of sugar- and calorie-free pastilles made with three main ingredients: menthol, licorice, and gum arabic — which is made from the sap of the African acacia tree. The lozenges feature a letter “A” on them, which is for Adolf Ahlgren, a wholesaler in Gävle, Sweden, who found the product at a German trade fair sold as a cough drop by German pharmacies and marketed it to much success. By 1939, Läkerol was available in 35 countries and its expansion continues to this day as one of the many brands of Cloetta, a leading confectionery company in the Nordic region and the Netherlands. Recently, Läkerol introduced a new identity and packaging designed by Stockholm, Sweden-based NORD ID.
To preserve and revive Läkerol’s soul, we’ve focused on the rich heritage of the brand, without turning it into a retro design.
The logotype has been completely reworked, inspired by the rich history of wordmarks the brand have used since 1909. The characters, classic san-serifs with modern angles together with the characteristic arc gives the logo a humble, yet distinguished look.
The old logo looked like a hundred other mainstream consumer products from, like, Procter & Gamble, and could have been anything from ice cream to chocolate to gummy bears, with its weird lettering and poor shadow-highlight streaks. The new logo is a lovely, bold, dignified serif that has been very nicely set on a subtle curve. The “k” alone is worth its weight in pastille gold. Granted, this could still be a logo for anything from ice cream to chocolate to gummy bears but it has a more elevated presence and hints at being an older, more mature and sophisticated brand. Also, it says “Pastilles” under it so, yeah.
The A-symbol has been simplified and optimized for smaller areas. It’s placed in a classic Läkerol way - in the centre of the front and on top of the lid. A scaled up version of it is also used as a graphic background pattern.
The “A” symbol has been on the packaging for a long time and remains mostly unchanged. The counterspace of the “A” has been removed to avoid extra noise when the symbol gets smaller. Seeing it on its own, the thickness of the red lines feel a little too bold but on the packaging it has just the right presence.
The front has been simplified by removing pastille images and flavor illustrations. Instead it’s through the three tone color scheme of each pack we communicate the full flavor. This clarification makes it easier for the consumer to find their favorite flavor in the shelf.
The darker color, the darker taste. Each flavor has been arranged according to a flavor system, where licorice based flavors owns the darker tones while the more fruity and sweet flavors owns the lighter color tones. This creates an intuitive way for the consumer to find their taste preference.
The old packaging wasn’t super appetizing, in part because of the old logo but the heavy gold borders and dull type for the flavor didn’t help. The new packaging basically maintains the same elements, in the same configuration but it’s much more refined and balanced. The logo looks good on the brighter-hued lids while the ghosted, blown-up “A” symbol in darker hues allows the always-red “A” symbol to stand out. I feel that dropping the gold stroke, perhaps in exchange for a black or dark blue foil stamp, could have taken this to the next level but, also, I don’t mind it as much.
Overall, this is a tasty, upscale redesign without going overboard and making it feel inaccessible. Plus, it’s a big win for team serif.