CARACAL LIQUORICE :
IDENTITTY DESIGN
Caracal Liquorice is a producer of Black liquorice candy. With a name inspired by the black-eared cat that shares origins with the plant’s root, Caracal produces a few different varieties of the dark and dividing treat. Their products always use the plant root directly, and never substitute the original liquorice substance for anything else. They aim to launch their original flavour, known as Old-fashioned Black liquorice, along with two new varieties, Double Salt Black liquorice, and Sweet & Soft Black liquorice.
But they want to be more than just a candy producer they want to represent a culture. Caracal Liquorice intends to integrate with alternative youth culture and seeks to become a household name synonymous with youth, resistance, and personal expression. It is obvious then that the target market of Caracal would be young adults who will be interacting with the brand through social media.
