Rebranding & Redesign
The Client approached us to do the redesign for one of their well-known and successful products: JOYCO dragee line. The product was already in the local market for years and was greatly acknowledged by the customer due to its high quality.
We had the challenge to make the product brand-oriented complying with delicate rules of rebranding. Also, we had to transform the best-loved characters in a way that customers would immediately recognize them and have an association of quality improvement without the sense of alienation.
The conditions for redesign were restricted as we had to maintain the pose of the characters’ face, the position of the body and its facet in order to keep it as identifiable with its already known and perceived character, as possible. Moreover, there were technical limitations related to dieline, which was not subject to change. Initially, the packaging of the product hadn’t any details emphasizing the affiliation with the brand: there were no clear indications of product type, and the logo was on the backside of the packaging.
We made it brand-oriented and inserted brand belonging into packaging by clearly showing the brand, product type, and logo with the chocolate association, all of which are crucial for brand positioning and promotion. Lifeless flat 2D design was altered with more lively 3D illustrations. Moreover, texture and softness were added to the hair of characters to make them look like soft toys, which creates strong engagement and emotional connection.