Straight Forward Design works with Skittles for Pride 2019

From:Packaging News

Straight Forward Design has created limited edition packaging for Skittles to mark Pride 2019.

Throughout June and July, Pride events celebrating equality and inclusivity take place up and down the country.

The design agency created a concept to collaborate with artists who identify as part of the community to create original, limited-edition designs.

Straight Forward Design reworked the design architecture on pack, creating space for the artists to communicate what Pride means to them with real authenticity – and allowing for further limited-edition projects in the future.

Mike Foster, co-founder and creative director of Straight Forward Designs, said: “There was something very uplifting and exciting about handing over the design of the packs to artists from the LGBTQ+ community. We were stepping into the unknown, but the results have been better than we ever could have hoped.”

Dan Newell, Mars portfolio director, added: “The ‘rainbowless’ packs have been a huge success for the past two years, but we wanted something new that reflected the voice and vibrancy of the LGBTQ+ community. Straight Forward Design’s concept and execution involves the community in a way that celebrates Pride and stays true to Skittles’ inclusive, positive brand message.”

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