Pure Fruit for Confidas

Design: Quatre Mains
Location: Belgium
Project Type: Produced
Client: Confidas
Product Launch Location: Europe
Packaging Contents: Confectionary
Packaging Substrate / Materials: Cardboard box and sleeve
Printing Process: Cold foil

Faithful to their original recipe and building on centuries of confectionary traditions, the Confidas range of quality fruit jellies each contain up to 70% of real fruit, truly setting them apart from their competitors. However, despite the success of their product, their current gift packaging design wasn’t really showcasing all their worth and the client wished to create more of an impact and impression on the travel retail market where they are frequently seen. Additionally, their product is often perceived as old fashioned and wished to refreshen their brand and appeal to a younger, newer audience.

Respecting their love for authenticity and refinement but knowing the competitive nature of premium gifting within the category we looked to bring a modern, contemporary face to the Confidas giftbox identity. Inspired by the bold colours and the crafted geometric nature of each fruit jelly, we created an eye-catching, dynamic visual language working in harmony with product placement and real fruit photography.

Using vibrant metallic colours on a crisp white background, together with a quality seal style branding, each pack is decorated with a pattern system that binds the identity together whilst differentiating between the different selections.

Closing the deal with a guarantee of the products unique 70% fruit content, we hope to support our client’s ambition to rival more well-known confectionary with this new interpretation of a timeless and often over-shadowed sweet treat.

Now go ahead, take a bite.