When the s’more catering business North Mallow looked to expand into retail, it asked Wink to elevate its brand to match the premium price and all-natural quality of its product. Not your everyday, run-of-the-mill, Jet-Puffed Marshmallows, North Mallow marshmallows demanded a playful, fun design that also reflected the company’s Minnesotan roots. But Wink ran into another problem: the package itself. North Mallow’s square marshmallows needed to fit perfectly in a container, so the shape of the box would be defined by how the marshmallows stacked up.
After stacking and restacking, Wink ended up with a 4-by-4-grid box that reinforces the squareness of the marshmallows, fitting sixteen pieces perfectly. On these boxes are flavor illustrations that take cues from nature, and topping it all off is a square seal that represents North Mallow in its combination of a tree, marshmallow and arrow symbol.
Within three months of the packaging release, North Mallow has gotten requests to carry the product locally in groceries and co-ops around Minneapolis. And with plans to extend retail operations, North Mallow’s goal of drawing shoppers in other Midwest regions to these boxes of high-quality marshmallows can soon be realized.