Eye Candy is a company that makes an unusual experimental product using cutting edge Sensory Substitution Technology to transmit vivid emotive images into your mind’s eye. Lollipop-like sensor embedded objects (that look like lollipops) are put in the mouth to elicit specific responses or moods in a person. It’s a sort of therapy.

What’s I found really notable about the product is the packaging. Clever use of of a transparent printed overlay/sleeve allows new meaning to be conveyed as the sleeve is moved across the package.

Packaging was designed jointly by Joe Malia and The Play Coalition. The graphics, branding and packaging concept was developed by Joe Malia, while Dane Whitehurst and Neil Usher designed the construction of the box itself.

In Joe’s words: “The look and feel that I targeted sat somewhere between a 1950s Candy Shop and modern electronic printed circuit boards. The moire effect came about through research into optical illusions and enabled us to create the hide/reveal effect on the branding that can be seen in the final product.” [dieline]