New packaging is often needed for different initiatives, to go along with the theme of the overall campaign. Each initiative would last about a month (it varies).
The packaging I am showing here was for a “Finger Football” Initiative that White Castle held – that included social media, TV, new packaging, POP, Newspaper advertising, Pandora advertising, and all ending up with a National Championship held in Indiana, sponsored by White Castle. The CraveCase actually could be used to play Finger Football. The complete rules were outlined on the box. This was all in conjunction with the National Finger Football League.
I designed the “CraveCase” and did the production work as well. There were many rules to follow in order to keep the costs down on this project, including keeping ink coverage less than a certain percentage, no rules less than 1pt, no close registration and only 2 spot colors. Even this was challenging, as I wanted to match the brand colors, even though I was printing on a non-white surface, with a lot of bleed-thru. Multiple pulls were done to check the colors on the stock to choose the closest to brand. The die line was received from the vendor.
Below the packaging, I show some samples of how this packaging was used in the initiative. I did the graphic design work on that, but did not come up with the concept of the big scoreboard. That was my Creative Director’s cool idea.