Winners 2016/Food Producers Gold

Project: Lick Frozen Yogurt

Client: Lick

Design: This Way Up

Looking to drive sales in mainstream retail, niche frozen yoghurt Lick required a new brand to spearhead its growth. Having enjoyed a cult following, the Lick founders recognised the need to invest in new brand to maximise appeal and impact on shelf.

By updating the current logo and making the mouth and tongue the focus of the brand; a fun, modern and impactful pack design was created. Following launch, sales increased from £100k to £600k in just one year and market share grew from 1% to 6%. The re-launch generated a massive increase in market distribution with national listings, including 95 Waitrose Stores and 540 Sainsbury’s stores amongst many others. Facebook followers are up from 2,000 to 30,000 and a year after the new design launched, £294,000 was raised on crowd cube for marketing, additional staff and operational capital.  The investment level generated was 50% above the target.