Branding and Packaging for Gourmet Marshmallows
Wink - North Mallow
“ Who doesn’t love marshmallows, right? It’s a simple treat enjoyed by anyone from young to old. North Mallow began by doing s’more bar catering for weddings and corporate events.
The success of the business created a retail demand for their marshmallows which are homemade and all-natural. The branding and packaging needed to reflect that handmade and natural quality. A strong color palette and illustrative interpretations of each of the four flavors, combined with simple photography and a hand-applied flavor label, complete the packaging look and feel.
We created a clean brand that feels upscale, yet still approachable. The mark is simple and hardworking, capturing the feeling of going up north and experiencing nature first hand. The seal that appears on the label reiterates the company’s Minnesotan roots, featuring a star, tree, marshmallow on a stick, and arrow.
On each package, the colors and patterns evoke each flavor in a fun, playful manner that captures the same joy expressed when cooking with and eating marshmallows.
The icons speak to the quality of the marshmallows themselves. They’re gluten free and contain no high fructose corn syrup, artificial flavors, or preservatives. They’re all-natural and won’t ever catch on fire.
The illustration of spiraling mounds represents the homemade caramel swirled into these vanilla bean mallows. These chocolate marshmallows are filled with mini chocolate chips — a chocoholic’s dream! We focused on abstract concentric dots that burst like the mini chocolate chips found in these marshmallows. The mocha mallow has brewed espresso in it. No coffee extract or artificial ingredients. Just simple espresso, with a little cocoa to make a smooth mocha. The brown repeating coffee beans reinforce the flavor cue of mocha. The vanilla bean mallow is made with whole ground vanilla bean, no extracts and makes a favorite campfire tradition. Abstract vanilla bean pods are represented by wavy, dancing lines to depict this classic flavor.”
Design Agency: Wink
Article Title: Branding and Packaging for Gourmet Marshmallows
Brand / Project Name: North Mallow
Creative Director Designer Scott Thares
Designer Tim Cronin
Designer Jenny Moran
Photographer Todd Hafermann
Project Type: Corporate Brand Redesign, Consumer Brand Creation
Design Deliverables: Corporate Rebranding, Consumer Brand Identity, Consumer Graphic Packaging Design, Consumer Structural Packaging Design, Consumer Retail Design
Location: United States America
Market Country: United States America
Market Region: North America
Project Type: Agency Commercial, Published
Project Category: Confectionery
Consumer Packaging Format: Box
Consumer Substrate / Material: Pulp Carton