The brief of this project was to choose an existing food or non-food item to redesign to launch under an existing brand. I decided to redesign the M&M's packaging and create a more simplified and visually appealing aesthetic with some added features to enhance the overall experience.
The main audience right now for M&M's are youth and children. The brand has catered to a younger crowd by creating animated characters that sometimes talk. This targets a younger crowd. The brand also uses primary colors which attracts a developmental stage in youth as well.
The current brand has a lot of opportunities to expand its demographic to tailor to an older, and more mature audience. Particularly millennials because M&M's contribute to a nostalgic feeling of their childhood. Modernizing the brand would make the candies more appealing to an older and more mature crows as that is the type of aesthetic they lean toward when buying a product. If this is successful, these candies could then be sold at higher end metro markets and retailers.