Product: Newtons (Fig and Date Varieties)
Client: Christie Brown & Co.
Package design firm: Corporate Visuals
Background:
Christie Brown’s Newtons have lacked shelf presence and appetite appeal for years.
There has been little excitement in this product line, which, annually, has seen a steady decline in sales.
The challenge:
– To rejuvenate this product through strategic contemporary package redesign.
– To develop high appetite appeal and flavor promise for these fruit-filled cookies.
– To better show off the product’s shape.
– To reinforce a consumer health-conscious claim intrinsic to this product, namely, that it is, and has always been, low in fat.
– To create a package design which takes advantage of a premium printing process (rotogravure) for fabulous reproduction on a new contemporary flexible substrate.
– To elevate struggling, weak brand elements (brand name, logo and color use) up to timeless, powerful brand equities.
The design solution:
Striking color attracts consumers to a product which used to be ‘lost’ on-shelf.
Contemporary marquees used to house type lead the consumer’s eyes to pertinent communication areas.
Strategic color coding offers clear sub-brand delineation while reflecting high flavor promise.
Enticing fresh fruit is displayed on luscious greenery for optimum appetite appeal within tight packaging parameters.
A clean central product visual capitalizes on the product’s selling proposition – a ‘pillow’ of dough filled with real fresh fruit.
An intrusive flash design helps reinforce the ‘low in fat as always’ claim for Newtons.
The Christie corner seal is well-positioned and strategically resized to better proportions for the package dimensions.
The results:
Sales of Newtons line are outstanding.
The packaging has been given rave reviews by marketing and sales groups.
New interest has been created and line extensions are to follow.
