Marshmallows are typically associated with a younger, more modest demographic. Yet, the sweet treat is loved universally, and student designer Mafer Benavente tapped into this insight. The almost provocative packaging for the conceptual brand Mellow is lively, unreserved, and the illustrated lips add a big splash of edgy personality. These aren’t marshmallows for kids; these are a treat to entice the adults.
Student project developed for the Packaging course in the Online Master in Challenging Branding at Labasad Barcelona School of Art & Design. MANIFEST: “New young generation is only sweetness, colorful? like a traditional marshmallow? Of course not, because for they born Mellow. We want to free ourselves from the cloying sweet, from the sweetie, innocent and childish. Mellow, for the sweet, provocative and fresh. Stick your tongue out at the established!” Rhymes with colloquial words were created to give each combination a story (these are in Spanish).
