Eye Candy – Less sugar. More art.

Bahlsen, Eye Candy, 2020

Why

Increased sugar consumption and the resulting weight gain is becoming a growing problem in society. For a family business that produces sweet baked goods, it is necessary to find alternative sweeteners. Bahlsen can do without refined sugar for the most part, but not without the taste of the biscuit, which is part of its identity. This challenge is what Bahlsen is facing in its search for the »Future of Good Food.«

How

We replaced the sweetness of sugar with the sweetness of art: In the early 19th century, Hermann Bahlsen operated one of the most innovative brands in German consumer his­tory. He used to collaborate with contempo­rary artists. We continued his tradition and sprinkled sugar from the biscuits directly onto the packaging – in the form of art. Thus, Eye Candy was created: Less sugar. More art.

What

On this basis, 8 artists created 8 unique works of art as an attractive cover for the most important works of art: the biscuits. The artists had no limits to their creativity – their only guideline was »sugar«. So instead of the sweet ingredient, there is now sugar for the eyes. The packaging can be reused as a poster and each biscuit carries a message that builds a bridge between sugar and art. This is Bahlsen’s first step towards a sweet future without refined sugar.

Sugar consumption in Europe

On average, each European eats 35 sugar cubes per day. Only 8 are recommended! Because: As well known, too much sugar is bad for our health.

Redefinition of the biscuit.

What can the sweet future of the biscuit look and taste like without refined sugar? Bahlsen decided upon natural fruit sweetness for the biscuit and sugar for the eyes – in the form of art. Instead of packing sugar, the packaging becomes sugar. Each biscuit is decorated with a sweet message that builds a bridge between art and sugar.

Tradition

Since collaborating with artists and illustrators is a Bahlsen tradition, we were inspired by the first Bahlsen packaging in history.

Tradition

Since collaborating with artists and illustrators is a Bahlsen tradition, we were inspired by the first Bahlsen packaging in history.

Packaging

We asked contemporary artists to create their own version of sugar. And so, 8 illustrators created 8 unique works of art as an attractive cover for the most important works of art: the biscuits.

The boxes

Each box contains 8 biscuits and is wrapped in a work of art. And the best is: the cover can be reused as a mural.

Artworks

Eye Candy was launched in early 2020 as a promotional pack series for inhouse events. Posters placed in pertinent locations promoted the launching event which took place in Bahlsen’s headquarter.

The cover

Embossings of the characteristic Bahlsen-typography confer a special quality to the boxes and honor the project in a special way.

Skills

Conception creation, Logo design, Packaging design, Illustration, Pictogram design, Communication campaign, Copywriting, Text creation, Naming, Storytelling, 3D animation, Film production, Motion graphics

Credits

Artists: Anna Roschker, David Czinzoll, Jindrich Novotny, Karin Krämer, Timo Müller, We Are Büro Büro
Production management: Tobias Albrecht