Skittles lollipop packaging design

Project Background and Challenge

Skittles brand and ShinyBay Design teamed up to create the very first lollipop product under the brand.

This new product was expected to pass on brand’s happy gene, so to enforce the brand’s leadership in the confectionery category, and to generate more connections with consumers.

The main challenges ahead us was how to attract young consumers who have rising health awareness and as a latecomer with higher price to make consumers feel it worth the value.

To achieve that, the brand responded with real juice in the product and would leverage it into the communication.

Design Inspiration and Solution

In the very beginning, a full analyzing of Skittle’s product line was conducted, we proposed a practical brand structure for this new products. By visually highlighting the category name "lollipop" , so its importance was raised to be consistent with the series names of other product lines, which consumers could recognize it is a new category under Skittles immediately.

In next step, to ensure the packaging can deliver the communication point of "real juice" to consumers intuitively. We came up with the concept of "special fruit tea cup". The design simulated the form of cup, which were commonly used in street drink shops, it was a very represent of freshness and realness. So on the top of the packaging, we called it cup lid area, there were plenty of fruit pulps floating here, to echo with the idea that real fruits were well utilized, so to hint the flavor cue.

It was well received by consumers here, after one month of launched, it had already become the top sales product in Mars Wrigley e-commerce flagship store in China.