VELAMINTS IDENTITY AND PACKAGING REDESIGN
A voluptuous blonde riding a white horse though a snowy forest. That was the image burned into the memories of many a Generation X youth. The square mint with a dimple in the middle you usually fished out of the bottom of your grandma's purse was ready for a comeback.
Velamints’ identity needed some serious modernizing. Something cool and clean like the product. Starting with the logo I redrew the original logotype with rounded corners giving it a slight familiarity with the old logo but feeling new and fresh. The packaging was inspired by the iconic mint itself, and I wanted the tin to easily fit into jean pockets. I came up with a rounded square tin with an inviting dimple in the middle. The dimple was a nod to the mint and a way to slide the lid open.