Tasting – Sugar-coated Vegecao and Chocolate-covered Peanuts

The confectionery market is often divided between pure indulgence and light snacking. Tasting was created to bridge this gap, offering a premium snack experience that features two distinct varieties: Sugar-coated Vegecao and Chocolate-covered Peanuts. The primary challenge was to establish a brand identity that emphasizes the “Discovery of Taste” while appealing to a modern, lifestyle-oriented audience. How do we create a packaging system that feels as premium as the ingredients, yet remains playful and accessible?

Our design strategy centered on the concept of Visual Flavor Mapping. To help the consumer distinguish between the crispy sugar shell and the rich chocolate layer, we utilized a character-driven approach combined with strategic color coding.

We developed custom, minimalist characters that embody the ingredients. For the Vegecao, the characters are vibrant and energetic to match the sugar crunch.

We chose a high-contrast palette. Electric neons and pastels are used for the sugar-coated line to evoke a “pop” of sweetness, while deep, warm chocolate tones represent the nutty, rich profile of the peanut range.

Minimalist Composition: By stripping away unnecessary clutter and focusing on a clean layout, we allowed the brand name Tasting and the character art to be the primary focus, ensuring high shelf-impact and instant brand recognition.

The result is a cohesive packaging family that turns a simple snack into a Tasting experience. By moving away from generic food photography and embracing custom illustrations, the brand achieved a unique, “Instagrammable” aesthetic. The final design doesn’t just display the product; it tells a story of texture and taste, positioning Tasting as a leader in the modern, design-led confectionery space.

The project was selected for publication by Packaging of the World and World Brand Design Society, recognizing its contemporary approach to confectionery packaging design.