Process

For this project, I started by researching the brand and its history. After learning that Haribo was established in 1920, I became interested in incorporating an art deco style into the rebranding of this candy.
After doing some exploration and creating a moodboard with a few color and font elements for inspiration, I researched different box shapes, then began sketching with the packaging shape, while being mindful of how the design could interact with die-cuts. I was drawn to the concept of using die-cuts along the front sides, inside the loops of the snake’s coils, as well as in the front panel, in order to display the candy within the packaging.