North Mallow packaging Exhibit

North Mallow packaging

Minneapolis-based design firm Wink elevates the packaging for an artisanal marshmallow brand.

How many squares can a designer fit into a box? For Minneapolis-based design firm Wink, the answer came to sixteen squares—marshmallow squares, that is.

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.

wink-mpls.com

 

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