A very direct approach was taken with Lick Frozen Yogurt packaging to represent the name of the brand. The previous ice cream containers had very simple tongue-like illustrations to reference the action of lapping up the sweet treat, but This Way Up worked to make the visual more pronounced.
A pair of wide open lips was chosen as the border of the logo with the text laid out within. A big pink licker escapes from the bottom, complete with a mouthwatering water droplet.
It isn't that Lick Frozen Yogurt packaging was rendered more complex, for the image of this line of products is kept quite basic in form and hue. The success of this new branding strategy is in the way it pops from the carton to entice consumers' attention.