Sydney-based design agency Blue Marlin has unveiled the fruits of its latest packaging rebranding project – a makeover designed to re-invigorate demand for dark chocolate.
The agency has completed a redesign project for global food giant Nestlé, creating new packaging for its long-standing Club dark chocolate brand.
The new range, which includes four varieties – original, roasted almond, peppermint cream and orange – has just launched on shelves across Australia.
Blue Marlin was briefed to develop a motivating brand position via packaging to ”reignite the love for dark chocolate in the marketplace”.
Nestlé asked for a new pack design that was able to build brand appeal among both new consumers and loyalists, while still aligning with Club’s brand vision: “to be the chocolate of choice for lovers of dark chocolate.”
The approach focused on discovering the inner drivers of the core consumer audience as well as their behaviour and attitude towards dark chocolate.
“The experience of eating dark chocolate is a full sensory, almost ceremonial affair that conjures up plenty of emotion. The visual challenge was to bring the sensual aspects of this ritual to life - the aroma, the smoothness and the richness of flavour,” Blue Marlin Sydney associate creative director, Polly Williams, said.
With these insights at hand, the Sydney team came up with the tag: "Savour Australia’s smoothest chocolate experience".
A single coloured flame is used on the packs to evoke the rich, sensory journey each bite offers. Shelf appeal was enhanced by creating an intriguing story of indulgence while serving as a navigation device to distinguish between variants.
A warm colour palette was used to further reinforce the brand’s promise of delivering a pleasurable dark chocolate experience.
“The dark chocolate category is driven by provoking desire in the consumer. Beyond simple seduction at the shelf, we wanted to inject a sense of passionate energy into the pack that would spark attention and evoke the sensorial experience,” Williams said.
Nestlé said the makeover was particulartly successful in giving its mainstay Club brand a more contemporarry appeal.
“The new design not only succeeds in creating captivating appeal, but also in creating a contemporary new pack that is relevant to the current Australian market,” Nestlé Confectionery's Joyce Tan said.
