Many people know that the Chupa Chups logo was designed by non other than Salvador Dali. But did you know that the innovation was the not the sweet but the stick. In the days before washing machines, sticky sweets meant sticky kids and sticky kids meant sticky clothes. Chupa Chups put a stick in the sweet and kids and parents rejoiced. Fifty years on Chupa Chups are as popular as ever. The Brand team at PVM came up with the concept ‘A Life Less Serious’ as a way to celebrate simple joys and happiness. Skew developed a range of applied graphics for licensed consumer products.