Toblerone Rebrand
by Bulletproof, for Mondelez International (Toblerone)
Toblerone, the duty-free chocolate of choice, was hit hard when the Covid-19 pandemic shut down international travel. A fifth of its revenue was cut off.
As a result the brand, founded in 1908, needed to pivot fast. Realising that it was aligned to the places it was purchased, rather than to the people who bought it, Toblerone set about making sure it had a presence outside the airport.
Channeling the attitude of Toberlone’s maverick founder Theodor Tobler, who was driven by the idea of a world without borders, the brand introduced its new purpose – ‘Be More Triangle’ – as a rallying cry for those who dare to be different, according to Bulletproof.
A more playful new identity, designed to flex across channels with a revised script and wordmark, was designed to reclaim Toblerone’s provocative spirit.
Across seasonal gifting and limited edition ranges, retail sales grew by 18%, with a 31% increase in intent to visit the brand in-store.
The judges said: “An icon confidently reimagined, showing brand purpose effectively on-pack. Feels true to the brand but still manages to inject colour and shows the chocolate in a playful way.”
Honestly Tasty Rebrand
by BAGGI, for Honestly Tasty
Plant-based alternatives to milk and meat have performed well, and Honestly Tasty was started in 2018 to fill the gap for an appealing alternative to cheese.
BAGGI was appointed to help the brand scale up, by reaching a market that increasingly embraces vegan and flexitarian lifestyles. It developed a new identity and brand positioning that rolled out across packaging and communications in print, online, on social media and at events.
Key to the challenge was to present a brand that was not seen as alternative, but that offered a full ‘wedge’ of flavour to satisfy diners. The wedge device is used as a motif throughout the identity, housed in the A of ‘Tasty’.
Packaging reflects the artisanal quality of the product and features familiar dairy cues that customers are familiar with, such as a numbering system to denote strength.
Both retail and DTC sales have grown since the relaunch, with the brand achieving listings in additional store chains.
Blendsmiths Rebrand
by Creative Spark, for Blendsmiths
‘Passionate vegan drink innovator’ Blendsmiths wanted to evolve from its original home-grown branding to drive its next stage of growth. This involved branching out from its original hospitality-only sales channels to offer products directly to consumers via luxury grocery retailers.
Acknowledging that alternative drinks won’t appeal to everybody, Blendsmiths has targeted ‘constantly curious foodies’ as its key audience. This has seen the vibrancy required to stand out on-shelf coupled with values of fierce independence and the health benefits of nature on its packaging, through illustration and a clashing colour palette.
Since the introduction of the new look in January, Brandsmiths has gone on sale in Selfridges Foodhall, and the brand has entered discussions with additional retailers.
Biscuits
by Design Bridge and Partners, for Fortnum & Mason
Lunar New Year is now celebrated far beyond its traditional home in Asia, where it is one of the most important occasions of the year.
Fortnum & Mason wanted to launch a range of products to celebrate the start of the new lunar cycle, developing a range of biscuits, teas, Champagne and sparkling teas. The 2023 range celebrates the Year of the Rabbit.
Long-serving design agency Design Bridge took inspiration from the eponymous animal’s characteristics – gentleness, elegance, alertness and swiftness – in pack designs using a delicate paper-cut style. Illustrations depict key moments from the rabbit’s story in Chinese folklore, while embedding key Fortnum & Mason elements such as the retailer’s iconic teacups.
The Kraken vs London
by NB Studio, for Proximo
The Kraken, a rum brand named after a mythical sea monster, is issuing a series of special edition bottles that show its namesake wreaking havoc in the world’s greatest cities.
The London edition, the first in the Kraken vs The World series and available exclusively from London airports, shows the beast destroying the clock tower popularly known as Big Ben. Illustrator Steve Noble used a monochromatic etching style to convey the mayhem.
The global landmark was chosen for maximum impact, reinforced with a bespoke logo and eclectic typography.
2D Packaging – Graphics
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Johnnie Walker, Keep Walking City Collection
by Bulletproof for Diageo, Johnnie Walker
Johnnie Walker, the world’s biggest scotch whisky brand, has highlighted the world’s growing pollution problem by turning waste into art.
With the objective of throwing off the sometimes old-fashioned image of whisky, to appeal to younger generations of drinkers, the brand’s research identified how 64% of Gen Z consumers identify with their city over their country – yet how cities are responsible for the majority of energy consumption and waste creation.
The brand invited artists from around the world to reimagine Johnnie Walker using AIR-INK, a revolutionary pigment created from carbon air pollution, to create limited edition bottles.
Experimentation with sustainable technologies has led Johnnie Walker to employ them for additional projects.
Boots Own Label BVI
by Two Create Studio, for Boots UK Ltd
Boots offers a wide range of well-known and well-trusted own-brand products. It commissioned Two Create Studio to overhaul its entire range architecture for healthcare, beauty and personal care ranges, as well as introducing a new Everyday tier to help combat hygiene poverty challenges.
The project saw the creation of eight different looks to span 9,000 products in the portfolio, from indulgent beauty treatments to powerful painkillers. Each product needed to reflect the semiotics of the category as well as fitting with the overarching brand identity. A ‘red thread’ was introduced to tie every pack together.
The resulting range – described as “proud, consistent and coherent” – has seen all non-recyclable materials removed from its packaging along with a 70% reduction in materials use overall.
