Rock Candy Packaging Becomes a Precious Stone with a Contemporary Edge
Amelia Roblin — November 13, 2011 — Pop Culture
References: ashleymwalker & packagingoftheworld
Rock Candy packaging simultaneously exudes a vintage and a contemporary visual quality that stems from an Art Deco graphic aesthetic and merges with the mod sharpness of present-day branding. Artistic styles are constantly fading away and returning to delight new demographics generations later, which seems to be part of the story behind Ashley Walker's design.
The sweets' brand identity actually associates itself with hip hop culture, as one can deduce from the names of the LL Cool J peppermint gum and the Big Daddy Kane dark chocolate bars. Playing off of the word "rock" as a colloquial term for "diamond," the boxes, cartons and carrying crates of Rock Candy packaging either embody or exhibit the exquisite shape of the precious stone. The chic geometric patterns and colors further explore the complexities of the gem's intricate cuts.
The sweets' brand identity actually associates itself with hip hop culture, as one can deduce from the names of the LL Cool J peppermint gum and the Big Daddy Kane dark chocolate bars. Playing off of the word "rock" as a colloquial term for "diamond," the boxes, cartons and carrying crates of Rock Candy packaging either embody or exhibit the exquisite shape of the precious stone. The chic geometric patterns and colors further explore the complexities of the gem's intricate cuts.
Trend Themes
1. Vintage-contemporary Packaging - Opportunity for brands to create packaging that combines vintage aesthetics with modern design elements.
2. Art Deco Revival - Revival of Art Deco graphic aesthetic in branding and packaging, appealing to nostalgia and contemporary tastes.
3. Hip Hop-inspired Branding - Integration of hip hop culture and language in brand identity, creating a unique and relatable positioning.
Industry Implications
1. Confectionery - Confectionery companies can innovate by using unique and visually appealing packaging designs to attract customers.
2. Luxury Goods - Luxury brands can leverage the Art Deco visual style and create high-end products with packaging that stands out from the competition.
3. Music Merchandise - Brands in the music industry can explore collaborations with artists to create merchandise and packaging that reflects hip hop culture and resonates with fans.
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