Case Study McCraw's Confections

How can you improve upon a century-old favorite that has remained unchanged for generations? By creating a cast of characters that honor the brand’s heritage and introduces it to a modern audience.

Packaging Design

Develop a packaging system flexible enough to accommodate a variety of non-standard forms that complements the visual appeal of the product.

Execution:

A cast of characters was created, with each representing a different category in the line. We designed a palette to showcase the variety of colors present in the candy itself and created a layered visual language to generate immediate shelf appeal.

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