"Crown Confections"
Branding and Packaging Assignment
This project's objectives were to create an original company, as well as design the logo and packaging for a product it sells. I created Crown Confections, a company that aims to sell more typically luxury brand styled sweets to children. It's motto is "Feel like royalty with every bite". A Brand is supposed to sell not just a product, but an experience it promises to its customer. As my demographic is children, feeling like royalty would spur the imagination and incite them into purchasing these macarons.
My icon is inspired by eastern styled mascots, mainly those from Japan. Mascot culture is much more prevalent over there than it is here, having a cute mascot of everything from tiny towns, to food products, to business corporations. Big, gooey doe eyes are a common feature in these mascots, and they've been integrating into western culture and "girly" toys in the past decade or so. While "confections" might be a big word for some kids, I think it creates some of the appeal, a child wanting a fancy product to feel like royalty.
As macarons typically are packaged in matchboxes, My dieline packaging includes colors for both the inner and outer boxes. A subtle rainbow gradient creates contrast between the more vibrant pinks that compose the type upon the packaging, allowing both to balance each other out. The ribbons' shapes imply it being laced through the sides of the box, or fluttering gracefully down. As the logo should always be the focal point, I tried to not overcrowd it, opting for the formerly mentioned borders, and simple repeating heart shapes to close up empty space.
Macarons are a very delicious treat, and its high price is likely due to its quality being so much more rich and filling than one would anticipate. But who says it has to only be a treat for the upper-class? Making macarons more accessible to everyone, namely children, is the angle I'm going for. Little children should be able to feel as fancy as they want, and with this likely being a unique approach to marketing macarons, I could likely be very affluent in this niche.
