The Natural History Museum of Utah hired Drew Ehrgott to complete packaging designs for the company's gift shop. The result is a transparent look that holds various rock minerals, however, upon first glance the entire design resembles candy.
Drawing this association between candy and rocks is a clever one, considering most children will be drawn to sweets over previous minerals. In a way, the rocks look like Easter eggs just waiting to be eaten. The only downside to this branding aesthetic is the risk of having children disappointed upon finding out that the rocks are inedible. However, for more science-inclined kids they subconsciously be drawn to the candy-like look and still be content with buying rocks from the Natural History Museum of Utah.