American Licorice turns 100, refreshes flagship Red Vines brand

I always knew of Red Vines as red licorice. They're long-lasting, chewy and sweet. What's not to like?
Unless you're a dentist.

Wallace Church & Co. contacted me to work on the new logo design. Designer Kevin Sams and I collaborated beautifully on this project. We offset the baselines of the two words to strengthen the sense of each word. The "R" flourish, or implied vine, brought a unifying element. The alternate "E" forms brought in a nice retro touch. Then I rounded the tops and bottoms of the "R" and "D" so that those letters related better to the "E"s and "S".

I really like what Kevin did with the package design, using nostalgic detailing to honor the heritage of the product. Now the Red Vines brand is ready for its journey into its second century.       

Let me know if I can sweeten your next project, or chew on your next problem, or...I think you see where this is going.