ZumZumZ - Handcrafted Confections for Special Occasions creates upscale, all natural, artisanal edible favors which we aimed to clearly reflect in the combination of all aspects of the identity. With every element of the design in our control–from the confections themselves, to packaging, to print and digital marketing components and photography–we were able to mold ZumZumZ into a coherent and exciting experience for the customer.
We wanted for ZumZumZ to look and feel artisanal, natural, ‘like a sophisticated country-side gourmet kitchen’, soft, warm and textural. All parts of the product and design needed to work together to create a compelling whole. When we were designing the ZumZumZ experience, we had to work with and balance the inherent involvement and interaction of all the senses. From colors and textures to smells and tastes, each element was carefully crafted and combined to delight the eyes, hands, nose, ears and palette.
The confections are carefully wrapped with unbleached organic cotton and lace, placed in recycled kraft boxes which can be personalized with the designs of the customers’ choice, and are intricately tied with waxed thread.
Countless details bring the components together. With the marshmallows, for example, we created custom food-safe molds. These molds add a subtle imprint that references and reiterates the logos abstracted lace circle to the marshmallow’s top.
It was very important to us to ensure that we build anticipation so that every stage of unwrapping your confections prepares you to find and eat something amazing; from unravelling the waxed thread around the box’s base, making your way through the layers of the package, all the way to the confections at the core. Receiving and enjoying a ZumZumZ favor is part of a special occasion and should be a celebration in and of itself.