ORDER AND SIMPLICITY FOR UPDATED ASSETS
The redesign centres on the idea of Zen – the order & simplicity of the brand positioning. Crafting the brand mark with a more modern handcrafted logotype and creating relevance for the blossom asset, something that has always been there for this over 60-year-old brand. The idea allows the more female focused consumer a moment of calm to rejuvenate, appreciate a balanced life and embrace the ambition of the modern women.
ELEVATED CELEBRATION GIFTING
Since the 1960s, a wide range of Geisha products have been created – both for personal indulgence as well as quality gifting. The new Geisha gift packaging increases its premium credentials through combining the unique praline fan shape with the recognisable blossom. Layering the graphics in a Japanese inspired way. The internal structure displays the chocolates in a radiating design to allow for a centred place of calm within the package.
RECOGNISIBLE PINK FOR STANDOUT
The simplification of assets allows for the recognisable pink brand colour to stand out on shelf as well as become the backdrop for delicate product photography. The bottom of the pack has been used to aid navigation of new NPD products, allowing for new product flavours that meet consumer needs.
NOMINATED FOR AN AWARD
The successful creation of the Geisha chocolate selection. This pack is nominated as a 2023 finalist in the category for Best Confectionery & Food Product at the Global Travel Retail Awards – the only awards programme that’s voted for entirely by consumers.
