Design: Florencia Suaya Fernández
Project Type: Student Project
Course: Master in Packaging Design
Tutor: David Espluga
Location: Barcelona, Spain
Packaging Contents: Chewing Gum
Packaging Substrate / Materials: Plastic Pouch
Creation of product type, naming, brand and packaging design to concentrate emotions. “Careta” is the name for chewing gum that makes you mentally evade those boring, tedious and repetitive conversations with some friends.
“We all have friends who at times can be unbearable, and as friends, we love them as they are and that is why we endure many situations where we would prefer not to be so as not to hurt their feelings. That’s why CARETA is the first chewing gum that chews you away from those unbearable conversations and pass them by without them noticing. “
“If you have a friend who does not stop talking about the same topic over and over again, a story that you know so well that you could tell it just like he does, try: ENOUGH OF CHATTY FRIENDS! Or if you have a friend who is super in love, his life is pure love, he livesand breathes hearts and teddy bears. That friend who when you see him does not stop talking about his boyfriend or girlfriend so much that he pampers, then try: BYE BYE SWEETNESS”
Striking collages, vibrant colors and texts that laugh at everyday moments, seek to create a bond with the consumer, placing themselves at the same as a friend that tells the truth, someone to trust.
What makes the project unique? On the one hand is the name, “Careta” is a term used in Uruguay and Argentina to describe someone being phony. On the other hand, the concept created by the images in each collage, that makes the user want to read more and understand every thing in the packaging.