LARKIDS BY BULOW

Lakrids by Bülow was founded in 2007 on a small Danish island with a purpose to make the world fall in love with licorice. The gourmet start-up has quickly grown into an internationally recognized brand with more than 1500 outlets in six countries. KIND has worked with Lakrids by Bülow since 2007 and have continuously built and refined the concept. An important part of the project is the national and local adaptation of a clearly defined design. KIND works closely with Lakrids by Bülow to ensure that the brand is communicated consistently throughout stores while optimizing local potential.

Global

How do you define the spatial needs of a brand?
We always take our time listening and understanding before putting pen to paper. We assemble our own version of the brand’s needs, legacy, and potential while searching for a solution that’s able to sum up both the history, the present moment, and the road ahead. With Lakrids by Bülow we were both inspired by the hard-working founder in his first humble workshop, the gourmet journey, and the broad international recognition. Then came the graphic and almost jewelry-like qualities of the tiny licorice being offered and the adventurous spirit of the brand. We’re blending all of this into a concept which supports and adds to the storytelling. If we do our work right, we’re helping the brand invite the customer on a journey which ends with a sale.

Lakrids is going global. How do you calibrate the various retail locations across countries?
We strive not to do the obvious. We strive to avoid clichés. Some locations offer strong and vivid settings. We do our best to take the best from every setting and fuse it with the overall strategic design thinking. One location can be gritty and urban, while the next can be an airconditioned mall. Our design should be always flexible and able to transport across settings.