The packaging and branding for Droga Confections by George McCalman is simply impressive. Use of patterns, colors and materials create a unique look that gives off the vibe of natural chocolates and flavorful confections. The logo is simple, but has a lot of meaning just by looking at it once. The typography? Strong and poignant. The packaging’s more pattern-based design is different from the company’s brand identity, however; it ties together. It’s a good display of how a brand can be fluid and have a different tone depending on the media without losing its roots.