Makeover molasses: Youthful packaging for old-school ingredient

22 : 08 : 2013 Brand Identity : Treacle : Molasses

US – The American equivalent of black treacle, molasses is often thought of as an old-fashioned baking product, stored in the cupboards of Southern grandmothers. But the packaging of Sticky Paws Molasses, designed by Caleb Heisy, injects whimsy and storytelling to appeal to young bakers.

The aesthetic of Sticky Paws’ brand identity features woodland creatures all trying to get their paws on the thick, sticky stuff. Evoking notions of fairy tales, folklore and a by-gone era, the labels pick up on the nostalgia of baking while appealing to a contemporary crowd.

‘I designed the labels for Sticky Paws to capture the trend of the 1930’s dustbowl aesthetic while giving it a modern spin,’ says Heisy.

In an age of austerity, brands are turning to fantasy and storytelling to create escapist moments. Find out more in our Faction Branding macrotrend.

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