We hope to reimagine the packaging design for E.Noon’s classic brand “Fruit Gummy Series” to promote it into the export market, thus first renaming the brand to “Yummy Gummy”, echoing the chewiness of gummy candy.
The first packaged product is the berry flavor. Since the target market for this product is the female consumers and children, the goal is to convey vitality, happiness, and sweetness. Thus, the font design uses hand-written English letters, integrating the sensations of joy and taste of chewy candy into each letter.
Taking into consideration the target market’s preferences, the main color scheme uses pink and violet blue to echoes the characteristics of the berries. The overall visual imagery uses realistic images blended with lively visuals that bounce off the page, creating an irresistible atmosphere where people can’t help but rush to experience the amazing taste.
Through the many colors, the visuals of the main poster design for the product brings viewers into the richness, vividness and excitement of each fruit candy, as if through the poster, you could actually smell the fragrance of the fruit, imagining that juicy fruitiness is released with each bite.
Candy can be said to be one of the few products in the world that can bring joy, color, sweetness and yet at the same time combining innocence, magic, and imagination. E.Noon is Taiwan’s old-fashioned candy production company and its main brand, Sunkiddo, has refused to use artificial coloring or flavoring, but rather chosen natural pigments and spices with nutritional value to develop its candy flavors and the “Baby Bottles” series products.
“At the moment of contact, every flavor gives the child and consumer the power of imagination and energy contained in the natural taste.” This is the vision behind the design, using the brand’s iconic character as the main focus. Imagining the color of the fruits as a rainbow each flavor is given a color of its own. Furthermore, integrating real fruit pictures and hand drawn scenery to combine reality and imagination creating a visual full of vitality and creativity. Each visual displaying the candy’s natural ingredients, nutritional value, and its inherent childlikeness.
For example, for the pink yoghurt flavor, to echo the health benefits that yoghurt brings into our body and intestines, the design transforms the intestine into a roller coaster and it rides the tracks into the sky and the milky clouds, showing how this yoghurt, with its mellow taste, bringing zero burden to the stomach. As for the purple blueberry flavor, the design takes us to envision a planet. Since the blueberry contains carotene, which protects the eye’s vision and health, it is represented as a telescope that can see afar, directing our view into the planets of the universe. The milky flavor is envisioned as being in the prairie with the cows, enjoying the blue sky and breeze of the noon, imagining the pure sweetness of milk candy.
In this manner, the design extends the series to eight flavors, lined up like a beautiful rainbow, colorful and vivid, combined with ingenuity to create a joyful atmosphere for every child and at the same time successfully incorporate the brand’s iconic doll into every design.