SweetBursts
The Yumdrum SweetBursts project was all about capturing the joy, playfulness, and vibrancy of childhood in a packaging design that would attract young consumers while maintaining a cohesive and strong brand identity. Here's a detailed breakdown of the design process:
The Role of the Splash/Wave
​
Illustration splash or wave illustration was chosen as the hero element to:Represent the "burst" in SweetBursts—symbolizing the explosion of flavour in every chew.
Add movement and energy to the design, making it visually dynamic and engaging.
Create a central, recurring motif that ties the range of flavours together, ensuring brand cohesiveness.
Exploring the Target Audience
Children are naturally drawn to designs that feel energetic and fun, while parents tend to prefer packaging that looks clean, organized, and trustworthy. Balancing these two needs was key:
For Children: Bright, contrasting colors, bold shapes, and dynamic illustrations were used to spark excitement and curiosity.
For Parents: Clear typography and well-structured information conveyed the product’s credibility and quality.
Typography and Branding
​
Typography played a vital role in balancing fun with clarity:The Yumdrum logo was designed to be bold, playful, and instantly recognizable. Rounded or bubbly letters with slight 3D effects gave it a whimsical, candy-like feel.
SweetBursts was emphasized with bold, dynamic typography that interacted with the splash illustration, making it the focal point of the design.
