The gift that keeps on giving
Branding in three dimensions builds brand equity
Nestlé, chocolate gifting
Brand Strategy / Visual Identity / Packaging / Brand Activation / Content Creation
+75%
Sales uplift
Remember when the creatively packaged Easter eggs you received were the best things since your Christmas selection box?
Holiday treating has changed – a whole new menagerie of chocolate bunnies, reindeer, bears and chicks have appeared, to excite kids and adults alike.
But look closer and many of the offerings seem generic or templated. In this project we’ve brought true brand thinking to seasonal chocolate figures, creating characters based on distinctive brand assets for several of Nestlé’s famous brands.
Distinctive Assets take many forms, but the shape of the product or its packaging and recognised characters are two of the most effective ways to connect consumers to a brand. There are many famous examples in confectionery, for example Toblerone’s mountainous triangles, the ‘break’ of Kit-Kat’s fingers and the Milky Bar kid.
For Smarties we used the ‘lentil’ shape to create not just the character’s faces but also their eyes, whilst the colours match those of the product.
Kit-Kat was slightly more challenging but we found a way to create the same ‘break’ look and feel in the character design, as well as branding the soles of both Santa’s and the Easter Bunny’s feet.
For the Milky Bar range our choice of assets was always going to include the famous glasses, but we added a bespoke neckerchief for each season.
Delivered in partnership with our friends at Studio Davis.
Read Less