Lakrids by Bülow: Rebrand

Lakrids by Johan Bülow, a liquorice and chocolate brand, increased sales in Denmark by shortening its brand name and redesigning its packaging to represent a premium, Danish product.

1. Executive Summary

When Johan Bulow started his danish liquorice brand, he became the undisputed leader in danish confectionery in less than 10 years. But by 2018, the brand's progress became relatively stagnant, with the lowest turnover growth in five years and a 20%