Sophisticated young professionals who read intelligent, contemporary, and relevant magazines are the target audience for the ads for Candyland, a retro candy and treats store based in St. Paul, Minnesota.
Conceptual, clever, and simple ads resonate best with this demographic. Nostalgic, whimsical, and slightly off-beat, my concept was simple, visually appealing, and easily digestible—pun intended—and operates on the conceptual tagline of being “wild about” Candyland’s gumdrops; so much so, that the wild Minnesota animals who consume them evolve into the color of their favorite drop.
Picasso-inspired continuous-line illustrations and loose, watercolor-esque colorations inspired by one of my favorite childhood picture-books created the illustrative focal points for the ads. Taglines Get Wild—Get Your Wild On and There’s a Little Wild in All of Us – Get Yours are the calls to action in the single and climactic full-spreads, respectively.
Necessity is the mother of invention, so they say, and the necessity to incorporate Candyland’s logo motivated me to revamp, maintaining its essential design, but updating it to a more clean, agile, and flexible image. Surprisingly, it has become one of my favorite elements of the project, along with my dear blue mouse.
OBJECTIVES, RESEARCH, INSPIRATION, DRAFTS