UNREAL candy

  • Unreal® started with a simple question from a kid
    “why do the foods we love the most have to be so bad for us?”
    UNREAL are on a mission to unjunk the world by reinventing America's favorite foods. Starting with M&Ms and Reese’s, making them without junk, with less sugar, and with better taste. Every ingredient used is non-GMO, always real, and never artificial. Organic wherever there's a real benefit. Sustainably sourced and fair trade ingredients. Less sugar. No gluten, corn, or soy.
    Made with real ingredients that make every bite taste unreal!
  • This project documents the packaging design, social media, promotion and adventures from our first UNREAL holiday program.
    We started with 5 SKUs (a bucket and 4 bags of candy) in 2 regions of Wholefoods Market (North East and North Atlantic) - around 100 stores.
  • The first task was to design Candy Andy
  • The 2d illustrated skull was based on this pre existing 20" polystyrene skull mask
  • This animated gif shows the layers of artwork created for the lenticular bucket below
  • 3d lenticular bucket of candy
  • we created 4 SKUs of peanut butter cups and milk chocolate gems
  • several peices of instore POS were created for hanging and window displays
  • Creating the decals for the skulls involved quite a bit of trial and error. 
  • Finally we worked out a method of sectioning a 3d model into small flat areas (a little like a tailor would create a pattern for a coat).
    Graphics we created for the forehead, the upper and lower jaw etc, they were printed out as decals, chopped up and applied to the skulls.
  • Around 200 skulls were made in 5 different colours and shipped out to all the Wholefoods
  • Wholefoods staff really got involved in the fun
  • Wholefoods have their own instore sign painters who did a great job embelishing the displays.  
  • we also created tote bags, badges and tees
  • To promote the product we enlisted American footbal legend, Tom Brady, to make this little video of him hiding a secret message in some of the buckets
  • Within 24 hours the video had had an astonishing 1.5million views
  • here's a selection of the coverage
  • We also had a 190 feet tall digital screen in Times Square for which we created a 30 second animated loop. Here's
  • mockup of the animation in Times Square by Philip in DesignWest.ie
  • We had great fun handing out candy in the NYC Halloween Parade
  • The following morning we flew down to Mexico City for Dia de Muertos
    The Panteón Civil de Dolores, the largest cemetery in Mexico with over 1,000,000 interments - that's a lot to celebrate during Day of the Dead:)
  • You can also follow me on Twitter, FacebookInstagram or at SteveSimpson.com

    Thank You :)