Client:
What I Did:
- Brand Strategy
- Packaging Design
- Research
- Brand Design
- Multicultural Design
Challenge:
The primary objective was to infuse the brand with a multicultural essence that resonates with Hispanic consumers while preserving the playful and vibrant spirit of the candy. This rebranding needed to navigate cultural nuances sensitively and effectively, ensuring the new packaging design not only captivates but also connects with the target audience on a deeper level.
My Approach:
Research came first: three rounds of boards on the confectionery category and on Hispanic visual culture, from folk art to festivities. Each choice of color, pattern and type in the redesign traces back to those boards.
Solution:
The redesign introduced a series of key elements that bring the essence of Hispanic culture to the forefront:
- A vibrant color palette inspired by Hispanic art and festivities, ensuring the packaging pops off the shelves and captures the eye of consumers.
- The integration of traditional patterns and motifs that pay homage to the rich cultural heritage, lending authenticity and depth to the brand’s visual identity.
- Typography that reflects the energy and dynamism of Hispanic culture, enhancing the overall appeal and ensuring the packaging speaks directly to the target audience.
- The careful consideration of cultural symbols and elements that resonate with the Hispanic community, so the community sees itself on the shelf.
Outcome:
What shipped:
- Refreshed packaging for the Dulcería lines: Nerds, Laffy Taffy, Fun Dip and Pixy Stix.
- A three-phase research base on Hispanic visual culture behind every color, pattern and type choice.
- A packaging family that reads as one brand on shelf while each candy keeps its own character.
Every color, pattern and type choice traces back to the research boards.