Designing a candy brand, unique but familiar in shape, and a well known treat locally to fit a wider international perspective is a festive experience. Yemas are sweet toffies with a long Spanish-filipino origin. The premise and task is branding the common local product to enter the mainstream international market scene. Adding colour to an already colourful product is a challenge however. Sometimes, a quick change might cause people who know the product by heart to miss it. But a change is necessary to reintroduce it to a larger audience. Following a design methodology, I was able to find its proprietary identity and personality, while maintaining its origin. The end result is an inviting product complete with colour spectrum, with a magnetic personality that foster togetherness, and a sustainable and multi-faceted packaging.
In order to to create an identity for “yemas”, I first followed the branding methodology, doing countless brainstorming of names, personalities, and researching possible competitors and target audience. After the initial stages, I worked on the potential look of the product and its deliverables by analyzing the different ways to consume the candy. While also keeping in mind the goal to create a unique and elevated product. The next phase was to design a packaging that adheres to the essence and personality of the brand as a festive made to share as well as accommodating. I then implement the design and constructed models in 3D creating mock-ups and product images. The final stage of the project is finding solutions to market it for the international mainstream scene. I created poster materials, an app companion complete with UI/UX capabilities and finally a fully realized brand identity.
“Yemas” comes in different flavours - traditional original egg-yolk, taro, strawberry, and ube flavours - elevated as a multi-flavoured candy treat. It is wrapped in varied colours from magenta, violet, yellow, and green cellophanes in order to correspond to each flavours, providing variations while also justifying a festive colourful personality. The candy’s pyramid shape is carried throughout as the brand’s main signature characteristic. The pyramid shaped packaging is layered with essential functionalities and a dynamic companion. First, as a container holding and wrapping the quantified candies together. Secondly, as a place holder mat that holds the candies to accommodate a made to share consumption. Thirdly, its simply-modest design, allows for a unique presentation and portability with its ring seal mechanism. Overall, the design implemented in the packaging wraps the whole brand as accommodating in terms of product containment, deliverable, consumption, as well as to improve waste management. Festive in terms of its appearance being as colourful as its contents and the impression it creates to the curious and enticed consumer.
