BRANDING
In this project, you will see a proposed logo redesign, product packaging, and sucker wrapper designs for the company through researching their current demographics, what I saw to projected as popular in the American consumer market in 2023 and beyond in desired aesthetics, flavors, colors, and reasons for purchase. I’ve created a design aiming to merge the desire for self-care and awareness of how ‘green’ a product is that I’ve noticed in the American consumer market. Furthermore, in the colors and typeface choices, this project aims to tap into the recent past (the 70s-80s) and modern use of gradients seen in design today together to create an authentically happy candy brand that targets their usual customer while making it clear they want them to ‘Choose to Smile’ via their quality suckers.
- target audience: 20-45 yr old Women, regular shoppers at craft and low-cost general American stores.
- role: sole designer & illustrator, personal project
Sketches overall. Thinking of three different ways to approach the rebranding, with the logo and listing ideas.
Decided branding after sketching. Took elements from the current logo into the proposed rebrand. Going with a brighter color scheme upon research.
Proposed adapted logo with type, in color. Typeface is Neue Haas Grotesk Display Medium.
Design thinking when creating the illustrative assets, and process creating the elements in illustrator.
Additonal Assets for the company to use as a extension of the logo on the packaging.
3 Iterations and proposal for what the packaging looks like for selling in stores
Final Decided packaging for a 2025 rebrand, upon input from consumers.
