RESEARCH
For this project, I had to select a product that could better connect with a college-age audience and create a new packaging design for it. The product I chose was Haribo, a brand well-known for its classic gummy candies. Haribo is celebrated for its playful and nostalgic qualities, which have delighted consumers of all ages for generations. However, I saw an opportunity to tailor its branding and packaging to align more closely with the tastes and preferences of college-aged individuals.
PLANNING
I noticed how plain and outdated the branding was, making it less appealing to a younger, college-age audience who value bold, modern, and eye-catching designs. I conducted research on competitors and noticed how many of them had embraced bold, innovative packaging designs that effectively captured the attention of a younger audience. These competitors utilized vibrant colors, playful typography, and unique packaging formats to stand out on store shelves and establish a stronger emotional connection with consumers.
EXECUTION
My plan was to bring a fresh new look to Haribo’s packaging that would capture the attention of college-age consumers while still honoring the brand’s playful and nostalgic roots. I aimed to incorporate bold colors, dynamic graphics, and contemporary design elements that reflect the energy and creativity of this demographic.
FINAL PACKAGE DESIGNS
