molly esselstrom I writer
Haribo is a brand bursting with the sweetness of nostalgia that subsists on the idea that things are better when you share them. To demonstrate this, we created Eric Carle styled stories characterizing Haribo's famous Gummi bears for parents, grandparents, and children to reconnect over the sweet treats. By giving grandparents and remote family a platform to record these stories in their own voices as well, we are demonstrating that life is better when you share what you love.
AUDIO STORYTELLING:
The sneaky handful from grandma is not just an anecdote; it's a memory. We want to honor this special relationship between grandparents and grandchildren (and uncles/aunts/cousins, etc.) because it is deeply imbued with sharing. The E-books would allow remote family members to record themselves reading a story and send this to their young family members along with the product.
HARIBO ORIGINAL STORY:
Stories are a special way parents and their children bond. Haribo would commission authors to create new stories featuring their gummy bears (and, later on, their other gummy candies).
The mini books are hand-made with paint and cut-art similar to Eric Carle’s aesthetic. They would be wrapped in our redesigned boxes.
PRODUCT REDESIGN:
TEAM:
Words: Molly Hover
Design: Carolyn Cruze
Strat: Jocelyn Parker & Sarah Gordon
Sometimes, you can judge a book by its cover. The redesign of the Haribo packages would make them shareable, unique, and reusable for children. With the commissioned stories included, parents would be able to share more than just candy with their children. We want the experience of opening this package and reading the story inside to be a special memory and keepsake.