Respected java brand Ithaca Coffee Company recently added a line of edibles to their list of products. Originally packaged in plain brown bags with a cellophane window, these tasty confections were doing little to further the Ithaca Coffee Company brand. Rather than remove these tasty treats from the shelves, the company turned to the talent at the Iron Design to help create a persona for this new sub-brand.
Dubbed the Candy Shop, the new bags of sweets sport vibrant stickers announcing which type of indulgence each bag houses. Staying true to the brand that birthed it, the Candy Shop products are sold in packaging that conveniently resembles coffee bags, firmly placing these sugary concoctions by the Ithaca Coffee Company's side. The use of sans serif typography and simplistic graphics makes these edibles look like they're fresh from the shelves of some obscure, hole-in-the-wall bakery that everyone raves about.
Looking refined but fashionably under-branded, the packaging of Candy Shop line indicates that Iron Design knows when to hold back.
What's Driving This Trend
- Branded Packaging
- Opportunity for companies to create persona and identity through innovative packaging designs.
- Cross-branding
- Opportunity to leverage existing brand recognition by introducing new products under a sub-brand.
- Understated Design
- Growing trend of minimalistic and simple packaging designs that offer a unique and stylish appeal.
Who This Affects Most
- Food Packaging
- Opportunity for food companies to enhance their brand image and differentiate their products through creative packaging.
- Coffee Industry
- Opportunity to diversify offerings and increase revenue by introducing complementary products such as candies or treats.
- Graphic Design
- Growing demand for creative design agencies to help companies develop visually appealing packaging that aligns with their brand.
