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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.