Lovely Package

Curating the very best packaging design

Fieldʼs Sweet Spot

January 17, 2009 | 2 Comments


Designed by Wink | Country: United States | Fonts used: Futura, perhaps hand lettering (see MVB Grenadine).

“Field’s Sweet Spot is a nostalgic candy destination of the Midwest department store Marshall Field’s. The vernacular (a nod to the mod ’60s) is equal parts fashion and fantasy, a concoction that combines both the department’s retro-candy product selection and fashion driven branding efforts of Marshall Field’s itself. The identity creates a playful aesthetic that appeals to both children and Marshall Field’s female core guest alike.”



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2 Responses to “Fieldʼs Sweet Spot”

  1. Lauren
    January 18th, 2009 @ 9:45 am

    My initial response was that the Pecan Cluster packaging looks like Target’s Choxie brand packaging. The Shakes delve away from that, and they’re both very nice, but I can’t shake Choxie from my mind.

  2. Lynn
    September 24th, 2009 @ 1:44 pm

    Actually, I was a MF when these came out in 2004. Not surprisingly, Target came out with Choxie in 2006 (after selling off Field’s.)

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Lovely Package

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