Salty Dog Caramels Branding Design
This project begins with Salty Dog Caramels needing a re-brand to catch the eye of their consumers. From the brief, they wanted something alternative, bold, and eye catching in this design. The brand was in in need of the following materials: logo, package design, and style guide for future design work to follow.
The Sketches
The entire process started with the mood boards and sketches. I checked with their competitors to look at the design strategy they had in place. This combined with a couple days of finding some good inspiration for the project gave more than a handful of sketches to work from.
Colors and Fonts
The process for this color and font combination came from the brands need to be the alternative candy next to its competitors on the shelf. The brand also needed this alternative design to convey the attitude of the company itself. Using the name "Salty Dog", I jumped into an ocean and surfing frame of mind. I needed the fonts and colors to yell "beach life". After exauhsting many ideas and colors, this is the final design and color plot that represented the brand in the strongest way possible.
Package Design
