Logo Design, Packaging, Product Photography, Icons
Problem:
Lucas - Spicy candy was a powder candy sold in Hispanic communities, but in 2004, that changed when high levels of lead were found in the candy. This caused a lot of stores to stop selling it outright and even banned it in the U.S.
Lucas - Spicy candy was a powder candy sold in Hispanic communities, but in 2004, that changed when high levels of lead were found in the candy. This caused a lot of stores to stop selling it outright and even banned it in the U.S.
Goal:
Lucas, the parent Mexican candy company, was releasing a limited run of the original candies with an updated recipe that was allowed to be sold. It wanted an updated packaging for its now-grown audience that focused and distanced it from its notorious past. With so many candies having bold, bright packaging, they wanted the packaging to be distinct and set them apart from their competitors.
Lucas, the parent Mexican candy company, was releasing a limited run of the original candies with an updated recipe that was allowed to be sold. It wanted an updated packaging for its now-grown audience that focused and distanced it from its notorious past. With so many candies having bold, bright packaging, they wanted the packaging to be distinct and set them apart from their competitors.
Services:
Logo Design, Packaging, Product Photography, Icons
Logo Design, Packaging, Product Photography, Icons
Process:
I saw their old packaging and the flaws that would cause so many people to throw it out after it stopped working correctly. I saw that many candies used that bright, bold coloring that was common to speak out to young kids, but with the now-grown audience, they wanted something that kept up with them.
I saw their old packaging and the flaws that would cause so many people to throw it out after it stopped working correctly. I saw that many candies used that bright, bold coloring that was common to speak out to young kids, but with the now-grown audience, they wanted something that kept up with them.
I solved this issue by using a black background with bold gradients to stand out on shelves with packaging that felt more pristine, and instead of having a disposable feeling to its quality, it now became something you wanted to save. It went from candy to try out again to become an experience worth sharing.
Outcome:
The updated packaging made a bold stance, grabbing everyone's attention by storm and garnering attention from the Hispanic community.
The updated packaging made a bold stance, grabbing everyone's attention by storm and garnering attention from the Hispanic community.
The packaging was turned in to the (AAF) American Advertising Federation and won an award in packaging.
Impact:
This showed the Lucas company, who was hesitant, wondering if they had a place against other huge companies in the area, that they were still loved in the community.
This showed the Lucas company, who was hesitant, wondering if they had a place against other huge companies in the area, that they were still loved in the community.
