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DESIGN CHALLENGE


  • Design two flavors for a candy package that improves customers’ movie experience without the hassle of candy spilling into their laps as they try to enjoy a movie and a snack at the same time. 

  • The product would be distributed in movie theaters and retail stores, and the carton would be used for distribution, shelf display, and/or point of purchase use as well.
Client: Paperboard Packaging Alliance Design Competition
Year: 2013
Role: Package Design, Branding Strategy, Art Direction
Skills: Ideation, Marketing Research, Customer Survey, Packaging Structure, Branding, logo and logo type, Illustration and Graphics.
Tool Used: Illustration, Photoshop, InDesign.  
Awards: Winner of HOW international Design Award 2014.
Featured on HOW Magazine-International Annual 3/2014.
Featured on The Dieline “Concept we wish were real.”

AUDIT & ANALYSIS

To better understand our customers and improve their movie experience, we conducted a marketing survey and asked about their experience and attitude towards current candy products. Here were our findings:

  • Movie candy packaging with two “layers” (cardboard box & plastic) are difficult to open.
  • Two layers of packaging felt over-designed and wasteful with material usage.
  • Plastic wrappers or bags make loud noises when opening the bag.
  • Easy to spill out.
  • Difficult or unable to reseal.
  • Not easy to share with friends in the dark.
  • Cannot stand or be placed in the cup holder.
  • Cannot pour into mouth directly.

DESIGN SOLUTION: “On-the-Go” Snacking & “One-Handed” Convenience.

Based on 100 surveys, 89% of moviegoers share candy with others. Therefore, as packaging especially designed for movie theaters, we separated the package into two containers, which not only allow more convenient sharing, but also allow more convenient resealing and carrying. Tango stands in cup holders perfectly and its structure allows moviegoers to grip it easily and to pour candy into mouth easily. Furthermore, the one-piece packaging structure facilitates mass production and transportation.


NAMING & BRANDING

The name Tango was inspired by the two hinged identical triangular containers formed when the carton is opened, which can be flexibly disjointed and rejoined, like a pair of tango dancers. It also led to our graphic inspiration. The two containers allow for easier sharing of candy among friends.




Copyright Simone Simin Li, 2018. All rights reserved.