Entering a packaging design competition with a set brief from the Model Group: Sweets in the Box.
The freedom to make my own creative brief.
With winter setting in and my design work feeling a bit stagnant, I stumbled upon the "Sweets in the Box" design competition by Model Packaging Group. It’s aimed at all ages, though there seems to be a special focus on younger participants. The brief is to create packaging for sweets, choosing between paper packaging or omnichannel packaging—a concept involving a consistent experience across in-store, online, and mobile platforms.
The first big question I asked myself: what kind of sweets am I designing for? Should they be fictional or tied to an existing brand?
There’s clearly a lot of creative freedom here, and while agencies don’t get this kind of choice, I’m see this as a chance to create something impactful.
Choosing not to design for "Sweets"
Rather than traditional sweets, I’m designing for sweet things.
My client is Holland & Barrett—a British high street staple we know for its health-conscious, holistic wellness products. Among their extensive selection are healthy snacks like nuts, vegan treats, and date and oat bars—items many people rely on for an energy boost, but not exactly a kid's go-to.
Have you ever seen a kid reach for a date bar over a pack of gummies? What would they prefer: colourful, tangy sweets or a plain fruit-and-nut bar?
Despite parents’ best efforts, kids tend to reach for the sugary choice. And while parents make the purchases, kids certainly influence the choices.
So, my question is:
How can we make healthy snacks more appealing to kids than traditional sweets?
This is where packaging design gets exciting.
Could I design packaging so delightful that kids might actually choose a date-and-nut ball over gummy bears?
Why I’m excited about this challenge.
It gives me a chance to explore play and Montessori concepts in FMCG packaging.
I get to bring creativity and fun to a brand I already connect with.
It’s a hands-on opportunity to work with paper and cardboard prototypes, creating dielines and minimising packaging waste.
I’ll dive into behavior and motivation, taking a closer look at what really connects with brands and their consumers.
And above all, I’m excited to take on a design challenge from a child’s perspective— bringing play and joy into the design process.
Stay tuned to for updates on this design challenge!
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