24. WINK
Named for the sound they make in the box, Chocolate Shakes needed a
package to help them fit in with the neighbors. The crunchy, chocolatecovered
candy’s future home was Field’s Sweet Spot—a destination candy
store within Marshall Field’s that’s populated by retro candy. Designers
at Wink created the fashionable Sweet Spot graphics and wanted to bring
the same late ’60s sensibility to the Chocolate Shakes boxes.
“Old candy packaging seems naive and funny without trying
to be,” says designer Richard Boynton. “We were trying to get
that un-designed quality.” To achieve the look, he chose fresher
updates on retro colors for the boxes. The hand illustration continues
the playful theme, taking cues from the style used by animated
cereal commercials in the ’60s. Two fingers on the hand also
bring attention to the size of the candy, clutching a logo identical
to one bite-sized shake.
Michelle Taute
CREATIVE DIRECTORS: Richard Boynton, Scott Thares
DESIGNER, ILLUSTRATOR: Richard Boynton
COPYWRITER: Eric Luoma
CLIENT: Marshall Field’s
CONTACT: 612.455.2642, www.wink-mpls.com 
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