Tin Horse

Tin Horse in the United Kingdom formulated its design plan along certain conceptual lines. In particular, its mission is "to invigorate Golightly with a new brand approach that embodies and expresses the 'freedom' these sugar free sweets give to the people who eat them."

The design emphasis on freedom operates on multiple levels. "We didn't want to get bogged down with the worthiness of sugar-free candy or the idea of dieting," says Martin Bunce, Tin Horse's managing director. "We wanted to create packs that communicate an inherent lightness and playful indulgence — albeit still adult-centered," Bunce explains.

The notion to underscore the freedom afforded by Golightly is partly informed by direct consumer commentary. For instance, one U.K. consumer said: "I'm overweight and diabetic, so these sweets are a real indulgence," happily referencing Golightly's range of choices for those otherwise restricted by health concerns.

To reach new end-users and accommodate on-the-go lifestyles, Tin Horse's structural and design solutions work to differentiate Golightly. In particular, tin containers were replaced by "lighter" packaging options such as elegant gift boxes with a perforated panel to allow for access and ease of sharing. The intention of this leap in structural branding is to make a stylish statement on the shelf, infusing the brand with a newer, more buoyant identity, Bunce says.

Other Tin Horse package designs include the flexible "pocket pack." Constructed with lightweight polypropylene molding and translucent side panels, the soft packaging releases individual candies when the "waist" is squeezed. Tin Horse likewise dispensed with candy bags in favor of blister packs that seal sweets individually. Likened to bubble wrap, each candy "pops" when opened. The irresistible fun of popping bubble wrap is employed to help create a familiar link to the brand, as individually wrapped candy in the gift boxes and 'On-the-Go' pack also pop when opened.

For candy lovers who don't stay in one place, Tin Horse likewise designed a traveling candy package that can fit into a car's coffee holder. "The On-the-Go pack sits in all cup holders," Bunce says. "The lid's hinge is created by the second label and, if preferred, can be removed for easy access." Made from two PET plastic thermoforms, the On-the-Go pack is designed to rest on its side when on a store shelf, its colorful label propped forward to catch a potential buyer's eye.