Chupa Chups packaging licensing guidelines

One of Chupa Chups’ business lines is product licensing. Licensed products need to have an independent visual code to stand out, while also fitting in with the brand’s visual corporate identity. We were commissioned with creating the graphic criteria to ensure that any company with a Chupa Chups food product licence can develop their packaging and sales communication elements within a specific visual code. And the foundation for this visual code was a very simple idea: the actual Chupa Chups flavours. The flavour of a Chupa Chups is a very powerful element in the brand’s identity. This gave rise to the pattern that we created as a leitmotif in the brand architecture for this project. Waves of colours that represent the Chupa Chups flavours, peppered all over the place.