creativereview

Chupa Chups reveals impenetrable ‘final boss’ in new wrapper launch

Chupa Chups has been listening to its audience. After discovering via online forums that audiences find its packaging stubbornly hard to open, the brand has created a new, easier-to-open wrapper. Yet, in an ironic twist, to promote it, they’ve hidden it inside their hardest-to-open lollipop yet. Titled Chupa Chups Impossible, the ‘final boss’ of the brand comes in a limited-edition...

creativereview

A new book honours the design of the humble matchbook

A familiar sight in pubs, clubs, bars and restaurants, the matchbook epitomises the kind of useful but ephemeral merchandise that countless brands were once keen to distribute. Yet with the increasing availability of disposable lighters and the decline in smoking rates, not to mention the corporate desire to distance business from its harms, the ubiquitous matchbook – and its built-in...

creativereview

Wedge balances heritage and modernity in a new look for protein brand Equip

With modern wellness brands moving beyond health shops and into supermarkets, it remains a challenge to stand out amid packaging trends that often over-emphasise the functional and scientific aspects of these products via hard type and no-nonsense design. Equip aims to run counter to this and “return to timeless nutrition that works, because that’s how nature designed it”… Source...

creativereview

Poignant LaLiga campaign celebrates football’s generational bonds

Few sports do sentimentality better than football. Despite its hyper-commercialisation in modern times, it still thrives on nostalgia, ritual and shared traditions. Most memorably in recent years, Axa leveraged its partnership with Liverpool FC for its Empty Seat campaign, raising awareness around mental health and depression in fans (a famous ad from the late 90s for the cult British TV...