According to the Marshall Retail Group’s website, “From confectionary classics to modern favorites, there’s nothing sweeter than a trip to Lick. This fun, colorful and quirky candy store carries a large collection of Jelly Belly, Pez, sour and nostalgic candy, including Pop Rocks, Hot Tamales and Milk Duds. Select stores feature a decadent display of chocolate truffles and walls of self-serve candy bins, filled with novelty flavors like Cake Batter Bites, Chocolate Wasabi Peas and Dark Chocolate Almonds with Sriracha.” Could there be a sweeter place to sell magnets and stickers?

Selling souvenirs in airport gift shops has been a huge goal of Lettering Works since moving to Chicago in 2019. The launch of this new candy collection serves as a major milestone in Lettering Works history. Working with a big name in the airport space, like the Marshall Retail Group, is no small feat for small business owners as the space has some additional requirements and considerations. This collection is truly the result of years of effort - in both understanding the aviation industry and building relationships through attending events, virtual connection, and participating in the WBDC’s GovCon-Airports program.

Special shout to fellow Airport Minority Advisory Council (AMAC) member Anita Leopold, founder of Flying Leap, for making the introduction to the Marshall Retail Group’s buyer. I met Anita at AMAC’s annual conference*, held virtually in June 2021.

Lettering Works was asked to conceptualize a line of candy-inspired stickers and magnets to be sold across the Lick stores that are located in airports in the US and Canada. Designs that made the cut include: What Color is Your Tongue?, “I’m Here for the Candy” Gumball Machine, “Show Your True Colors” Lollipop, I Love Candy, Chocolate Fixes Everything, and Beary Sweet Gummy Bears.

Here’s what Melanie, the Marshall Retail Group’s gift buyer, had to say about working with Lettering Works: “The process was easy and seamless. Chelsie took the brand guide and my suggestions of what I was looking for and came back with exactly what I wanted! Even with any changes I had it was done quickly.”

When asked what she likes most about Lettering Works’ products, Melanie shared “the quality of the items and how vibrant and detailed everything comes out.”

A LOOK AT THE DESIGNS:

OUTTAKES THAT ARE STILL SWEET

Not all designs make the cut, but we still think some of these designs are pretty sweet! Designed that weren’t selected for retail in Lick stores but are still available via the Lettering Works shop include a remake of our Ice Cream is Always a Good Idea, I’m a Sucker for Puns, and Life is Short - Eat the Cookie Dough.

A Little Bit of Lettering Works History

Our very first stickers and magnets went into production in July 2016 and included the blue Ice Cream is Always a Good Idea sticker alongside our original golden-yellow version of our most popular Peoria design: I Heart Peoria, IL (as both a sticker and magnet) and Lettering Works logo’d stickers and buttons.

After success selling many stickers, magnets, and other souvenir items in Peoria, specifically at the Peoria Riverfront Museum, Peoria International Airport, and independent shops like Relics and Urban Artifacts, I set similar goals upon moving to Chicago. Lettering Works currently supplies our stickers and souvenir products to the Field Museum, Chicago History Museum, Garfield Park Conservatory, and many independent shops throughout Chicago and beyond.

With products doing best at both the PRM and PIA Airport, I had my heart set on pursuing similar museum and airport opportunities on a larger scale in 2019 after relocating to Chicago. I am thrilled to have this collection of candy-inspired designs in Lick airport candy stores around the US. It’s such a huge accomplishment as it’s been a primary goal that I’ve been working on since moving to Chicago.

CUSTOM DESIGNED MERCHANDISE

Melanie says “the ease of developing a custom line and working with Chelsie” are her top reasons why someone should work with Lettering Works to develop custom merchandise for their store.

In addition to the Marshall Retail Group, Lettering Works has created custom designed merchandise for The Field Museum, Chicago History Museum, Wrigleyville Sports and Garfield Park Conservatory. If you are looking for custom merchandise to showcase your brand and stand out on the shelf, get in touch!

*Interested in getting connected to the aviation industry? AMAC will host its 37th Annual AMAC Airport Business Diversity Conference: Redefining Aviation Opportunities Together from June 20–23, 2022 in Chicago, IL. Learn more here.

ABOUT THE ARTIST

Chelsie Tamms is an award-winning lettering artist and designer based out of Chicago. She is the owner of Lettering Works, a branding studio that connects businesses to their audience through creativity and strategy. With over 10 years of practice of lettering and design, Chelsie is passionate about craft and intention. When she’s not designing, she can be found eating ice cream, traveling internationally, or starting a new passion project.