Creative Agency: TDA_Boulder
Creative Director: Thomas Dooley
Designer: Sayako Minami
Art Director: Haley Garyet
Copywriter: Jeremy Graham
Producer: Kate Osborne
Stategist: Natasha Berwick
Account Director: Paul Seigel
Assistant Account Director: Martha Powers
Photographer: Mark Laita
Project Type: Produced, Commercial Work
Location: United States
Packaging Contents: Popsicles
Packaging Substrate / Materials: Cardboard
In this category, a lot of Chloe’s competitors are making health the design hero.
But people who have a healthy mindset are also looking for something that feeds an indulgent craving. We wanted to create packaging that helped people understand that it’s possible to have a delicious and natural treat at the same time. Approaching the project from that perspective was especially relevant because the Chloe’s brand evolved from the same space. We were able to wrap it all up in a unique design that will move the category forward.
The biggest design differentiator in this category is a tilted popsicle to the left, right or maybe, straight up. We wanted to emulate what people dream about when they think of popsicles. The texture, the grooves, and the flavor. The box should look almost edible!