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PEANUT CANDY
LOVE
2021.2 Packaging Redesign
Guided by Claudia Weber
briefing
The redesign of Paçoca Amor Sing's packaging aims to rejuvenate the brand, whose identity has remained the same for more than 50 years, while exploring and preserving the qualities that made it so emblematic.
The redesign concept consisted of maintaining the emblematic colors and the well-known heart shape , this way it is possible to retain the public and avoid strangeness with more sudden changes in the design.
old version
creative paths
The semantic panel composed of references to Pop art from the 1960s
make use of elements such as halftones and explosions from comics of the time to bring a playful and fun bias
highlight the moment of the first launch of paçoca Amor, which took place in 1959.
The changes reinforce and give more prominence to these elements mentioned above, therefore removing the words “sing's” from the product and “more creamy”, gives more importance to the brand's iconic symbol, which is complemented by the use of silhouettes, expanded typography and repetition of the classic heart symbol on the sides of the box.
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