Brand Identity and Packaging Design
Background
Gioia, a fictitious company selling confetti (Jordan almonds) was looking to enter the Canadian market. The almonds, which are covered in a layer of flavoured white chocolate under a coloured sugar coating, are a beloved traditional candy in Italy, often used for weddings and other celebrations.
The client was seeking to establish themselves as a twist on tradition, appealing to Canadian consumers who may be unfamiliar with this classic treat.
Conceptualizing the brand
How can we ease recognition in a new market for an unfamiliar traditional candy?
How can we evoke the action of celebration, coming together, and connection?
Make it modern, warm, and friendly.
I chose a bubbly sans-serif typeface for the logo, including the shapes of almonds in a 'cheers' as a joyful nod to celebrations.
Palette and Brand Voice
The palette was inspired by the colourful hues of Cinque Terre as a nod to the product's Italian roots. I used warm and inviting language, evoking a Mediterranean spirit, with modern lifestyle references.
Flavours
Classics with a twist: Lavender Florentine, Clementine Biscotti, and Lemon Amaretti.
Behind the design
I incorporated geometries of five in my design, a number said to hold significance in Italian celebration tradition representing Happiness, Health, Fertility, Longevity, and Wealth.
Lively, confetti-like almonds that symbolize unity, appealing to a diverse range of cultures and traditions without being tied to any one in particular.
