YOLO Candy
Products: Kadunk, Gobagoo, Fidget Pop and Linda’s Lollies.
Yolo Candy was a confectionary brand that in 2018 launched Kadunks and Gobagoo. They were characterized by a gooey texture that was looking to introduce a fun, high-energy way of eating candy.
I had the opportunity to present an Art Direction proposal to key stakeholders explaining the value of an original and authentic visual identity.
Since social media was the main source of engagement my focus was to visually communicate the true flavour intensity and richness of YOLO candies through vibrant and electrifying colors displayed in a grid that invited the audience to interact with the content and the story behind each candy.
To help conceptualize an energetic narrative behind these candies I decided to apply color theory based on their own color packaging to attribute characteristics like strength, efficiency, refreshment, intelligence, etc. and photograph them in hero poses that made an impactful digital introduction.
After the main Kadunks and Gobagoos launch, I expanded the visual content strategy to Fidget Pop.
During that time fidget spinners were a huge novelty. Taking advantage of the playful element and the fidget fever, my team and I decided to create a series of stop motions that highlighted the interactiveness.
For product photography I used lighting patterns that enhanced the tridimensionality and the texture of the caramel.
