2015 CWWWR AWARD WINNER: 1st PLACE, CONFECTIONARY, SNACKS, DESSERTS - Paul Smith Chocolates
by Elizabeth Freeman on 12/15/2015 | 2 Minute Read
Brief: Create a chocolate packaging design for an existing luxury brand (that does not already sell chocolate). — This was a school project/exercise that requires us to maintain a brand's equity and translate that into the packaging design itself. As such, we picked a real brand to work on, instead of coming up with a fictional one. This means we had to work within commercial constraints, with considerations such as how the product will look like being displayed, as well as packing for wholesale purposes etc.
For my brand, I picked Paul Smith as I have always been a fan of the British designer's colorful and quirky aesthetic. My main concept is to use the iconic stripes of the Paul Smith brand as part of the packaging design itself. Each group of colours represents a different flavour, with each colour representing a different ingredient. For example, the green, pink, and brown for the 'Truly Nutty' flavour represents, pistachio nuts, peanuts, and hazelnuts respectively. The flavours ranged from the playful ('Raspberry Cheesecake', 'Candy Dandy') to the exotic ('Mango Chili', 'Zesty Lime'), thereby reflecting Paul Smith's brand character of being eclectic and eccentric.
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