Trader Joe's has a brand of gummies known as Scandinavian Swimmers that are shaped like sea animals with an old-fashion illustration aesthetic for the packaging. Scandinavian Swimmers are my favorite Trader Joe’s candy and although it already has a creative design as is, I feel it can be expanded more into that universe with a modern take on this well known candy.
Have a sweet tooth yet? Take a dive into this creative journey!
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Style Board
In my style board, I included the three different color trader joe’s logos since the colors I picked out can accommodate any color. I’ve included three different illustrations of the ocean to give inspiration for which illustration style I think will work best with the black and white sketched out characters.
The sea creatures I have mentioned, I used in the mood board that display the different kinds of drawing styles with the sea creatures, the deep-sea diver in an old diver suit, and a treasure chest.
Lastly, I included a color palette of the different blues inspired by the ocean to use for the packaging. The story I want to tell with the packaging is a deep-sea diver looking for treasure as a comparison to the candy that it is the treasure people have been looking for and enjoyed back then and will enjoy now if they bought this.
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Digital Sketch
Due to the overwhelming amount of elements I was going to be working with, I wanted to make my sketch digitally to see realistically which idea would capture the modern take on the Scandinavian Swimmers candies.
I wanted to incorporate the old-illustrated fish and the pot hole to make it feel like it is a ship going in to the ocean. I also wanted to use the idea of treasure on the packaging to really tell more of a story about how valuable this candy at Trader Joes is.
After taking into account the amount of elements going to be used, I went with the second square box because of the idea of a cool pattern I can make throughout the box with the outline of the fish illustrations without overwhelming the overall design of the packaging and still tell a story.
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Color Palette
The color palette of the Scandinavian Swimmer boxes that each represent a different flavor such as the original, sour, and tropical.
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Elements
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Design Dieline
Original
Sour
Tropical
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The Final Product
Scandinavian Swimmers
Original, Sour, Tropical
