American Licorice Co. has unveiled a new packaging design for its Sour Punch product line. 
Introducing a brighter, more modern look, the packaging refresh arrives on the heels of the recently announced brand purpose, “Embrace Your Punch.” This is a message about self-love and appreciating the differences in others with the goal of encouraging mutual respect and spreading kindness. The message: “Love what makes you unique, appreciate what makes others different” appears each package.
Working alongside the branding and design experts at Kaleidoscope, the new packaging was an inclusive process that enlisted a panel of Sour Punch consumers to weigh in on the creative elements. 
“Kaleidoscope is thrilled to have partnered with American Licorice to refresh the Sour Punch package design,” said Scott Lucas, executive director, client services, at Kaleidoscope. “The goal was to ensure the solution remained true to its valuable equities but also delivered a new and 'PUN-CHI' design system that stood out on shelves and enticed consumers of all ages.”
The new packaging will be available in stores and online beginning February 2019, phasing out current packaging later in 2019. 
In recent years the sour candy market has continued to gain momentum. As an industry leader and one of the first companies to enter the space nearly 30 years ago, Sour Punch sought a creative outlet to expand on the brand’s purpose while also remaining close to its roots as a founding supplier of sour candy.  
 “The Sour Punch brand has undergone an exciting packaging refresh which will be on shelves soon,” said Kristi Shafer, vice president of marketing at American Licorice Co. “As part of the process, we consulted sour candy fans to find out where the brand should go. We confirmed the strength of some of our brand assets such as our PUN-CHI character, lightning boltz and green accents, so those remain as part of the new design. Equally important was 'testing' the brand purpose messaging on the package. This was a game changer as we realized people want and need brands that inspire, and that is what we are trying to do at ALC. We are so excited to roll this out in the coming months!”