--
Holmes & Marchant has revamped the packaging for Kraft Foods’ Dairylea cheese spread
According to the design agency, the concept focuses on childhood and the brand’s “dairy credentials”. The brand is placed on the background of a meadow with support characters on the different variants including ladybirds and bees.
The colour palette has also been changed to a “more natural aesthetic, with vibrancy and tone built up around a layered, ‘child-like’, cut-out style”. It follows on the back of the “No colours, flavours or preservatives added” and “25% less salt” campaigns.
Last month, Holmes & Marchant worked with Kraft Foods on its Philadelphia brand incorporating lenticular lids on the packaging.
Bruce Newman, Kraft marketing manager, cheese and grocery for UK and Ireland said: “Dairylea is a heritage brand that has nurtured generations of kids; it had lost its ‘healthy’ credentials and its place in the nation’s fridges.
“We’ve got a fantastic new product coupled with Holmes & Marchant’s vibrant redesign to tell our compelling ‘all natural ingredients’ story. It’s a new era for the brand, and the design celebrates this.”
Rebecca Fone, client services director at Holmes & Marchant, added: “This project was all about recapturing the hearts and minds of mums across the UK, and restoring pride in the Dairylea brand. The new recipe is made with all natural ingredients, so our design objective was to reflect this and reward loyal mums with a great new design, while also encouraging reappraisal for the doubters.
“The new design now strikes the right balance between ‘mum’s food choice’ and ‘kids’ food choice’.”
Tel:886-2-28941823 Fax:886-2-28941837 E-mail:viya@packsourcing.com
Copyright Notice © 2015 New Insight Publishing Ltd.. All rights reserved.
Powered by Packsourcing