Look at the fruit used in this concept for Jake VitaminCandy packaging and something is amiss. A triangular orange? A triangular kiwi? That's not right. Well, it's because these odd shapes weren't inspired by he fruit itself, but the candy that's housed within the packaging. Like old Vicks candies, Jake VitaminCandy takes on a rounded, triangular shape.
Designed by Nenad Popadic, the Jake VitaminCandy packaging takes this rounded, triangular shape and applies it to the flavor of each packet. Although it's obvious the attempt had a playful twist, in a more practical manner the designer was hoping to make the product look more delicious as well. The bright colors and crisp imagery does do that.
Shape-Focused Candy Branding
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