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HAMLEYS SCRUMPALICIOUS PACKAGING 2022
Hamleys launched an exclusive range of candies by Scrumpalicious.
To tie a story that intrigues both kids and teenagers, we curated the theme of a Post Office nestled with tiny hard working gnomes, working day in and out to make these yummy goods. However a tiny naughty gnome called “Scrump” acts as the protagonist here. With his little mischief becomes the source of play and intrigue amongst the audience.
The packaging exudes this interplay and essence in the form of colours, visual elements such as key, stamps and post cards with Scrump's tiny messages for his little friends. Tying it all together, the packaging seeks to drive joy, intrigue and play, etching the true essence of candies.
DESIGN SYSTEM
The Challenge
Hamleys as a brand takes its origin from London. It was crucial to keep this essence alive while catering to an Indian audience. With keeping India in mind, as a colour obsessed country, we created a saturated complimenting palette that caters to the Indian taste as well as makes the product stand out on the shelves. In addition, research suggests that children respond proactively to brighter tones when compared to adults. While implementing this, we kept the essence of London alive in the form of silhouettes of the London Eye and the Big Ben, the old school english post box and the mail van.
What I did
Conceptualisation, Creative Direction, Design Execution and Project Management
The typography of the packaging plays a very important role hence the typeface had to be such that exuded old world charm, a sense of modernity and playfulness. We used a Victorian Decorative font named "Nicolas" and tweaked certain areas such as the descenders for a better visual flow. We further added a curvature to the overall look to add a zing of playfulness
