CLIENT
Self Initiated
YEAR
2020
PROJECT TYPE
Packaging design, Brand expression, Adobe Illustrator, Adobe Photoshop
BRIEF
See’s Candies has been an iconic American company for over 95 years. As they age, so does their primary demographic. In order to expand their demographic and consequently sales, there is a need to rethink their consumer relationship.
DESIGN PROBLEM + DIRECTION
The goal is to shift See’s Candies current primary consumer. With an aging demographic, See’s Candies needs to reinvent their brand in order to cater to a younger market. My goal is to expand See’s consumer net, consumer relationship and consequently sales, while maintaining the brand, brand expression, product value and consumer experience.
Inspired by the 1920’s Art Deco movement, the redesigned classic chocolate box will take on a minimal look while still celebrating its tradition. The new look will include the classical black, white, and gold color scheme.
By rebranding the traditional box of chocolates, See’s Candies will attract
a younger audience who grew up with their parents or grandparents purchasing See’s Candies. The new packaging will help rebrand the traditional box as a trip down memory lane, which celebrates family and chocolates.
