Apple Sweet is a fictional tooth-friendly confectionery brand, based on playful, colorful, and cute design appeal, typical of candy packaging, as juvenile visuals appeal to the children who typically prefer and consume sweeter products."Kawaii" culture is popular with the children of today, so I combined that aesthetic with a simpler and homely vintage feel to appeal to the parents of those children.

The primary goal was to create a visually appealing brand that would attract the eyes of young children and reassure parents at the same time, ultimately driving purchase interest. I wanted something that would stand out within the highly competitive candy market, while also effectively communicating those ideals in a way that was both fun and approachable to both children and parents, with its fun/playful, yet vintage visual style.

The packaging design is more focused on appealing to children with its bright colours and simple shapes compared to the more mature-looking campaign photos. Licca-Chan softens the overall look, but older audiences are more likely to see ads, so the antiquity is pushed further there.