Ignite Change

The Brief
With the Shopper awards expanding to recognize creativity at all points of the consumer journey, the shopping cart identity and trophy was in need of an update. Their references for where they wanted to go were the D&AD awards, and the AOY paper plane; both very graphic.

The Idea
A match and flame.
What makes the SIAs unique is that each idea is designed to connect with a consumer directly. They use a brief, fleeting moment of interaction as a way to ignite a passion for a brand that lasts. We wanted to represent this unique relationship using an object that has a singular purpose, but fuels something much larger than itself—a matchstick.