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PACKAGING DESIGN
see's candies rebranding
Rebranding A Nice Old Brand
See's Candies is a famous American chocolate brand since 1921. However, this long history company with so many product lines, didn't build a successful product identity. The graphic design between products differs a lot, there is no color, shape or typeface consistency. If take the logotype out of the package. It's really hard to recongize them as the same brand.
Scope
Rebranding
Packaging Design
Logo Design
Graphic Design
Marketing Research
The plastic wrapped box is not stiff enough, creating some horrible bumpy reflection from every perspective.
Lack of consistency between "See's" and "CANDIES", neither the font size nor the type face.
The shelf lighting is uneven and tons of boxes are piled up in front of the customers, makes them look like cheap, mass produced products stored inside a warehouse.
Key Attributes & Concept Statement
Key Attributes & Concept Statement
ELEVATED
CEREMONIAL
FLEXIBLE
INDULGING
GRAND
PRESENT
"
"
See’s richly flavorful and textured hospitality treats recall childhood memory of celebration and joy.
The visually and tactilely unwrapping process is facilitated by the innovative pop up packaging which presents ceremonial welcoming desserts for every hotel visitor.
Logo Design
Inspired by the Sans Serif typeface- Akzidenz Grotesk Light, the new see's logo was constructed by persistent thin lines. The whole structre was based on an array of four circles, several straight lines and cureves reach out, connecting each other and form the two "S", it tries to convey the image of elegent, sophisticate, flexible and also precise calculated.
Form Development
After sketches and several iterations of paper prototyping, I decided to digitalize the design and precise every dimension. The outcome will be laser cut paper stock, via parametric modeling software, the tolerance for paper stacking can be perfectly calculated and made the boxes neat and stiff.
Graphic Application
The overall design will use light brown as back ground color. Printed on desert storm paper, which has nice color and textured surface. A small area of light orange section will be printed on glosssy, reflective paper and attatch on it. Thus, increase the contrast of tactile texture and color combination.
A Set of Brand New See's
Cocoa Milk Mix
Simple mechanism will rise four chocolate bar while pulling out the drawer beneath which contained microwavable cup milks. After warming up the milk, chocolate bar can stir and flavor the milk.
Chocolate Sticks
Ten chocolate sticks will be displayed vertically after the box was opened. With labels showing different flavor, it makes people easy to recognize and choose.
Chocolate Popcorn
A transparent vessel is a good way to show popcorn's rich visual texture. The big opening of the jar enable the customers to grab the popcorn more easier.
Cacao Chips
The whole container was designed to be a one hand size. With a lead that can be simply opened with one finger, it enables the user to easily access to see's signature recipe chocolate.
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