Social networking and social media have become nearly inseparable elements of young people's lives. They have been taken advantage of for marketing purposes, and while companies have a presence on websites like Twitter and Facebook, why shouldn't such techniques be exploited as brand identity?
'I Will' packaging is evidently aimed at the adolescent consumer base, featuring a punchy, alternative and rebellious name against a comic book-like graphic style that the young generation can appreciate. Creative director Alexey Fadeev of Depot WPF Brand & Identity worked with illustrator Vadim Briksin to depict fun-loving teenagers on each bag of chocolates, toffees and other chewable treats. The images of the rowdy characters found on 'I Will' packaging are actually inspired by genuine photos posted on Facebook.