LIFESUCKS

Overview: Wonsupona was tasked to name a line for a new type of herbal candy – reminiscent of a cough drop but formulated with a proprietary mixture of herbs to uplift you when life you gets you down.

Challenge: The world of confectionary brands is incredibly competitive. Because this line is inventing a relatively new category, the name needed to be extremely memorable and extend easily to other products.

Solution: LifeSucks Herbal Uplifts is a playful twist on using herbal candies “sucks” to increase happiness and vitality. The beauty of the name – other than its playfulness – is its ability to extend to other products, including FlyingSucks, PregnancySucks and HangoverSucks. We crafted “Herbal Uplifts” as a qualifier for the brand, positioning its power and purpose.