The project

La Lichée is a caramel brand based in Quebec City. When they approached us with the goal of breaking into new English-speaking markets, expanding across French-speaking Canada, and strengthening loyalty among their Quebecois customers, many questions arose. Should we change the name to avoid confusion with lychee? Absolutely not. Instead, we leaned into the brand’s identity and reimagined its image to highlight its authenticity.

We developed a new brand positioning centered on embracing indulgence, celebrating the joy of grabbing a spoonful of caramel whenever we need it. The logo was refreshed with an eccentric typographical style that proudly showcased its Frenchness. An elaborate colour-coding system was introduced to differentiate its 11 flavours. Finally, to keep the brand fun and approachable, we created a playful set of mascots, ensuring La Lichée remains unforgettable to its audience.