Chupa Chups

First Slogan “És redó i dura molt, Chupa Chups”, which translates from Catalan as “It is round and lasts a long time”.

In the early 1950s, Enric Bernat Fontlladosa worked for an apple jam factory. As he introduced his idea of lollipops to the investors, they left and he took over the company.

He got the idea of a “bonbon with a stick” from a cursing mother as her child got sticky hands from melting sweets that it wiped off on the cloth. He came up with his lollipop idea as he thought that, at that time, sweets were not designed with the main consumers, children, in mind. The shopkeepers were also instructed to place the lollipops near the cash register within reach of children’s hands — instead of the traditional placement behind the counter.

Bernat launched the sweet on a stick in 1958, with a floral logo designed by the Spanish surrealist artist Salvador Dali which he created in 1969, in less than one hour. Its name comes from the Spanish verb “chupar” which means to suck or lick.

Today the company makes four billion lollipops, in more than 50 flavours, a year in factories around the world, including China and the US. It is marketed in 170 countries.

Bernat died at his home in Barcelona on December 27, 2003 at age 80.

The little girl with pigtails was the logo in the early years. But as the product kept developing and expanding into markets all over the world, it needed a more universal design, which required the services of a universal artist. One given day in 1969, Bernat traveled to Figueras, 150 km north of Barcelona, in order to pay a visit to the world famous Salvador Dalí. Over lunch and in less than one hour this great artist sketched out on a piece of newspaper what was to be the basis of the Chupa Chups@ logo still in existence today. The brand name was centered in the middle of a simple and attractive design based on a daisy. Following the recommendation of Dalí, the logo was then removed from the side of the lollipop and placed on the crown in order to ensure legibility.

The logo continued to evolve and underwent its last change in 1988, when the two styles were integrated into one and color was added to the key lines around the daisy. However, despite modernization and the passing of time, the essence has remained the same and the logo continues to have the same universal appeal brought about by that lunch back in 1969.

Spanish
Chupa un dulce caramelo,
Chupa chupa chupa un Chups
Que es redondo y dura mucho
Chupa chupa chupa un Chups

Un palito lo sostiene
Para no mancharte tú
Si quieres llenar tu boca,
Chupa chupa chupa un Chups...

English
Get something sweet to lickLick
lick lick a Chups
It’s round and lasts so long
Lick lick lick a Chups

It’s on a stick
So you stay clean
And if you want to get a mouthful
Lick lick lick a Chups...

In November 2003 Landor was commissioned to create three different products whose target was boys and girls between 6 and 12 years of age. Looking for trendy, clean and easy packages that had a consistent brand relationship, and pushing the idea further seeking added value.

Chupa Chups
Chupa Chup store

Coco's Chupa Chup Gallery
El caramelo con palo que ha colonizado el mundo por Mª Lourdes Sanz
Landor: Gadget products identity and packaging for Chupa Chups