Package Designer Of The Year: Russell Design

.Product: Grissol dry bread productsClient: CulinarPackage design firm: Russell DesignBackground:Grissol dry bread products have historically been perceived as a diet food.The previous package design reflected the austerity of this position by showing nothing more than the product itself, with a small...

.Product: Grissol dry bread products

Client: Culinar

Package design firm: Russell Design

Background:

Grissol dry bread products have historically been perceived as a diet food.

The previous package design reflected the austerity of this position by showing nothing more than the product itself, with a small amount of garnish.

The challenge:

Culinar conducted consumer research to determine whether it could expand Grissol’s position from that of a diet food to food that is perceived as healthy but enjoyable to eat.

The results were positive, indicating that Grissol’s equity as market leader would allow it to enlarge its position.

The design solution:

The challenge was to communicate this new position with a revitalized package design.

Russell Design’s strategy was to combine a meticulously-styled serving suggestion with sensitive typography and instructive color coding across the entire line of 51 products.

The addition of an overall background illustration was the final touch in enhancing the product’s association with the pleasure of eating.

The results:

The results have been higher shelf impact, wider use, greater volume and increased sales since its launch in September of 1993.

Michelle Guibord, Grissol product manager, sums it up by saying: ‘The Russell solution was not only timely and on budget, but created excitement in the salesforce that resulted in a significant increase in volume.’

Product: Jelly Tots

Client: Nestlž Canada

Package design firm: Russell Design

Background:

Nestle’s line of Jelly Tots candy has been a standard on confectionery shelves for several years.

In recognition of opportunities to reinvest in the category, Nestle decided in 1993 to initiate a significant revitalization of the Jelly Tots product.

The challenge:

Russell Design was asked to fundamentally examine every element of the pack design, from color to typography to flavor differentiation.

We were also asked to develop flavor names that would reflect the tastes and interests of a new generation of candy consumers.

The design solution:

Our analysis resulted in a recommendation to create an entirely new package.

A vibrant new color palette, a fresh and exciting brand identity, a rich use of illustration and the creation of new characters for each flavor all combined to re-energize the product.

The results:

The product was released in the spring of 1994, and the results have been positive.

Randy Johnston, director, Smiles ‘n Chuckles, says, ‘The trade has accepted the new Jelly Tots with great enthusiasm. The result is that we have exceeded sell-in expectations to date, and we anticipate the same level of excitement from consumers.’