According to Richester Foods' managing owner, Dr Hussein Cassim, “The range of Gumdrops was designed to appeal to the consumer who is tired of eating the same boring gums available currently in the market. All Gumdrops are unique, innovative in their shape and colour and offer the very best quality as an eating experience.”
The range, which appeared on shelf in May 2007, comprises three varieties targeted at adults – Gumdrops Strawberry Rings, Gumdrops Apple Rings and Gumdrops Exotic Fruit, and five varieties targeted at children – Gumdrops Sour Apple Rings, Gumdrops Cola Bottles, Gumdrops Crocodiles, Gumdrops Crawling Creatures and Gumdrops Trolls.
With the fun involved in each variety in mind, the team at Creative Licence created modern, fun and attractive designs that were also a little different. The packaging is vibrant in colour, covered with clever, eye-catching animation, and still leaves room for the purchaser to see the imaginatively shaped sweets,
According to Martina Bogusch, creative director at Creative Licence ,”We were briefed by the client to not only make the design stand out on retailers shelves but also to make it fun, in line with the happy, pleasurable product inside. By using bright colours, appropriate shapes and sparkles, an appealing design that brought the product packaging to life was certainly achieved. The range caters to both the youth and adult markets and the packaging was adjusted accordingly all the while retaining a fun, mouth watering feel.”
The two companies have worked together since the confectionary company's inception.
Creative Licence also recently designed new product packaging and range extension packaging for Pace, a quality brand in the basic pool chlorinator floater market. It was given the task of creating a simple, clean and modern look and feel for the new Pace floater.
The Pace floater has been on the market for many years and is seen as an entry-level product for a host of HTH pool-care products. Building on HTH's high quality heritage in pool-care, Arch Chemicals decided to re-launch and extend its product range with new and more modern packaging that communicated the brand's quality and good value – under the “pool basics from HTH” range.
After changing the traditional Pace floater pack's shape, a change had to be made to its label application. In addition to having a modernised logo and a fresh bright background colour, the label was shrink-wrapped over the entire pack to grab attention on shelf and stand out from other products through its simplicity and cleanness.
