Esther Price was updating their in-house methods for packaging bulk candy and needed a new bag design for the new production efforts. The previous bag designs felt generic, and dated, and didn't display well on shelves. The new bags needed to be standardized so many different candies could work within the same printed shell. The bags also needed to incorporate a transparent window. Sharpe Creative explored many ways to solve these production needs while evolving the presentation of the iconic brand elements. We presented many solutions for resealable bags and worked with the Esther Price team to finalize the selected concept based on specific production needs.
There are many classic and recognizable elements to the Esther Price brand. The script logo font, the gold foil and the red ribbon treatments. We wanted to explore various ways of evolving the visual treatment of these elements. The "E" is ownable and highly recognizable from a distance. We explored ways of using the "E" large for brand recognition from a distance and evolution of how the brand could be applied.
ON DISPLAY
While exploring design, some of the ideas were approached as individual bags. We also thought it important to explore directions where the design elements would interact with one another when the bags were side-by-side creating a continuous flowing shape resembling the ribbon brand element.
CREATING A SYSTEM
Esther Price needed one-single template for all candies. Many of the concepts adhered to this. But, we also thought about the potential of creating a layout that could use a few shells to color code categories like dark chocolate, milk chocolate, candies, etc. This approach could make categories clear at a distance and be organized as a display.
FINALIZING PACKAGE DESIGN
After reviewing the explored ideas, Esther Price narrowed down to two directions. Within each of the two selected directions, we explored variants. Once the concept was finalized Sharpe Creative worked with the Esther Price team and their production vendor to produce the template design to adhere to the production specs of their new bagging machine.
