The project’s main challenge was to conceive a candy packaging that was both playful and appetizing to consumers both young and old alike. The resulting design—at first glance—comes across as sweet & cute, appealing to children and nostalgic adults. The candy can also hold a sense of charm, playfulness, mischief, and snark.

When opened, the consumer encounters rows of teeth, similar to “Yakity Yak Talking Teeth” toys invented by Eddy Goldfarb. As with children, Sweet Tooth can be sweet on the outside, and humorously biting when one gets to know them beyond first impressions. The packaging becomes a toy, a box that bites back!