A CREATIVE IDEA WITH A SHARED CONNECTION
Combining a product truth with the consumer insight of a shared connection, the creative start point for the redesign was ‘joyful connection’. Modernising the design with bold graphics to increase standout and printability whilst joining the iconic assets together in an uplifting and powerful design. Retaining recognisability and dialling up taste – something important for the consumers.
SUCCESSFUL SEGMENTATION FOR DESIGN AND GROWTH
Reviewing the portfolio segmentation was as equally important to plan for brand growth as it was for pack architecture. Allowing for a design that can be easily navigated by consumers whilst allowing for the different packaging formats and future new product development. The design has a clear architecture with an area for branding, product descriptor and the product picture depicting the product experience in a more realistic delicious way.
INTRODUCING BRAND BLOCKING FOR THE FIRST TIME
This new design successfully strengthens the iconic assets that have been in existence for over 75 years. The new design increases the red brand blocking and therefore the standout at point of purchase – this was non-existent in the previous design.
