Candy is an impulse buy. Shoppers decide in seconds, so the package has to do the selling. I redesigned Blain's private-label candy so customers could find their favorite at a glance and want to take it home.
Challenge
Shoppers couldn't tell milk chocolate from dark, or one candy from the next. The product photography didn't help either. It had been shot in an office, and it showed. The candy wasn't selling itself.
Solution
I built a color-coded packaging system around the cues shoppers already know from national brands: blue for milk chocolate, red for dark. Color does the work before the customer reads a word.
Then I reshot 400 candy products with clean, appetizing photography and created brand standards and templates, so every new flavor, season and holiday launch looks like the same family.
The system covers both private labels: the everyday Value line and the premium Select line.
Results
Clear, color-coded packaging that ended shelf confusion
400 products reshot to one consistent standard
A template system that kept two lines and every holiday launch on-brand
