5 Principles Sweets and Candy

Packaging Design Award Winner.
Awarded Golden for Good Packaging Design.

5 Principles Sweets and Candy
by Anton Shlyonkin

  • Awarded April 15, 2017
  • CLIENT: Tasty Help
  • 1.702

The 5 Principles is a series of funny and unusual candy packaging with a twist. It stems from the modern pop culture itself, mainly the internet pop culture and internet memes. Every pack design includes a simple recognisable character, people can relate to (the Muscle Man, the Cat, the Lovers and so on), and a series of 5 short inspirational or funny quotes about him (hence the name - 5 Principles). Many quotes also have some pop-cultural references in them. It's simple in production yet visually unique packaging and it's easy to expand as a series

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Good  Design

5 Principles Sweets and Candy

Good Design

Great Design by Anton Shlyonkin

5 Principles Sweets and Candy

Great Design by Anton Shlyonkin

Inspirational Sweets and Candy Design

5 Principles Sweets and Candy

Inspirational Sweets and Candy Design

5 Principles Sweets and Candy Image

5 Principles Sweets and Candy

5 Principles Sweets and Candy Image

5 Principles Sweets and Candy

Anton Shlyonkin

Designer of 5 Principles Sweets and Candy


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Interview with Anton Shlyonkin on 5 Principles Sweets and Candy

What has been your main focus in designing this work? Especially what did you want to achieve?
The main (technical) goal was to make this package easy to produce but not looking cheap
How long did it take you to design this particular concept?
There was about 5 variations of the initial design, but as we settled on one, everything else was pretty easy. So about a week for the first approved design. There also was a pretty harsh time limit, so the rest of the series we made in 5 days I think.
Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
This was a commissioned work and initial idea of the «social media quotes» belongs to our client
Where there any other designs and/or designers that helped the influence the design of your work?
My partner Anna was a co-author of this work. Our client was very helpful as well — for example, the initial design was silk printed in one colour, but the client asked as to do a full colour version and I think it works better overall
Who is the target customer for his design?
Target audience for this product is quite general, as it was intended from the beginning. But mostly different kinds of users of the social media, I think.
How did you come up with the name for this design? What does it mean?
Well, client wanted to use social media quotes. We wanted to build them in a hand lettered typography style, so we made them pretty big and decided to limit their quantity to 5. And so, the name was born
Which design tools did you use when you were working on this project?
This is entirely vector based design, so we used primarily Adobe Illustrator for that
Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
Technically this design is quite simple, so where was no need for people with specialised skills. But our project manager Yulia helped a lot with production
What is the role of technology in this particular design?
This design is easy to produce, assemble and also easy to recycle — that was our goal
Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
As the main idea was to make some relevant pop-cultural references, we did quite a lot of research in that regard, yes.
How did you decide to submit your design to an international design competition?
I got an invitation to do so after this design was published by some web sites, so I though — why not?
What did you learn or how did you improve yourself during the designing of this work?
This was a really great opportunity to improve teamwork with my partner Anna, this design is literally made with four hands
Any other things you would like to cover that have not been covered in these questions?
We were having fun making this design and we are really glad people liked it in the end

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