a dynamic redesign for the naked marshmallow company
This striking packaging design reflects the handmade, artisan nature of The Naked Marshmallow Company, a start-up taking the foodie market by storm.
"We're naked because all of our flavourings and colourings are natural and we only use the highest quality, essential ingredients – we're not a fan of nasties!" – www.nakedmarshmallow.co.uk
Inspired by romantic memories of toasting marshmallows around the campfire the branding features a simple crossed stick design and a diecut 'tent' shaped window through which you can peek at the product. Whilst the original Vanilla Bean flavour's colourway is white on undyed kraft paper, other flavours have bold pops of vibrant colour.
The Naked Marshmallow Co has also extended their brand into the craft spirits market with the launch of marshmallow flavoured Gin and Vodka. The branding is clearly carried through the entire portfolio and attention has been paid to finishes and materials, for example the tactile wax lid that lends a premium feel to the bottles.
"We've not only gained new listings, but have also seen a strong rise in sales thanks to our beautiful and eye-catching branding!" - Oliver Randall, Naked's Co-Founder
photo courtesy of packaging of the world
The growing appeal of artisan foods and drink is a reflection of consumers' jaded attitudes towards big business, globalization and standardization. Consumers want more choice and they are increasingly seeking out products and experiences with unique local attributes. The packaging industry must recognize this desire and meet the aspirations of these consumers with design solutions that celebrate heritage and provenance in an honest and uncomplicated manner.