Tyrkisk Peber is one of Fazer’s most iconic brands, beloved by salty liquorice fans across the Nordics since 1977. With growing competition in the category, the identity was refreshed to reinforce its position as the original and unmistakable number one salty liquorice. Guided by the principle “simplify to amplify”, the redesign sharpens the brand’s bold, feisty character while honouring its heritage. The visual identity draws inspiration from industrial hazard and explosion warning signs, creating a striking, high-impact expression that signals intensity and attitude. The result resonates with loyal fans and new audiences alike, supporting renewed growth across Nordic markets.