[AUS23]




Key Dates

17 November 2022 - Launch Deadline
1 December 2022 - Standard Deadline
19 December 2022 - Extended Deadline
22 December 2022 - Judging
19 January 2023 - Winners Announced

Out of this world innovation for a retro classic.

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Silver 

Project Overview

The Arnott’s Group had recently engaged the The Edison Agency to re-imagine their iconic teeVee snacks brand with a contemporary, fun and youthful consumer in mind. Off the back of the success of this relaunch, and the range expansion that came with it, Edison were briefed to create a range of ‘space inspired’ flavours, building on the new pack architecture.

Project Commissioner

The Arnott's Group

Project Creator

The Edison Agency

Team

Senior Account Director - Liz Archer
Design Director - Brian Llagas
Senior Finished Artist - Matt O'Connor
Mid-Weight Designer - Caitlin Preyser

Project Brief

teeVee snacks has been around ever since TV dinners were high fashion and way before Australian television was in colour. It's a brand that's captured Australia’s imagination and creativity ever since the beginning and now we are taking it into the future!

• Introduce a strong space theme to create shelf stand out and a clear point of difference, without compromising on the recently set pack architecture

• Come up with an extensive range of space themed names for each flavour (think lots of puns and alliterations!)

• There was a risk of this falling into a juvenile space, needed to keep the young-adult, Gen-Z audience top of mind throughout process

Project Innovation/Need

teeVee snacks most recently collaborated with Krispy Kreme to create a range of doughnut-inspired biscuits, and now they’re back with a new range, all inspired by space.

The creative process embraced the vibrant, playful, and dynamic personality of the brand with the intent of connecting with the next generation of biscuit lovers. Edison's collaborative approach explored all angles of the space theme (with lots of puns and cheekiness) before 'landing' on an idea (sorry, couldn't help it) that had a clear point of difference from the core range, but not at the expense of compromising the distinct range architecture system. Balancing fun with resonance with a Gen-Z audience without being too kiddy, this range was built for absolute TikTok siliness and the joy of biscuit snacking.

Design Challenge

Following the top ranking success of teeVee snacks Original Glaze ® in the total sweet category, The Edison Agency were given the challenge of creating something playful and new for the range that brought excitement to the category via a ‘space inspired’ flavour theme for a distinctly Gen-Z audience.
- Range architecture
- Packaging Design
- Illustration assets

Effectiveness

The new range—available at Coles, and IGA and comes in four fun flavours with each biscuit embossed with space-themed patterns.:
- Cosmic Caramel
- Galactic Grape
- Meteoric Mint
- Celestial Choc

The solution builds on the brands energy and playful confidence through our hero illustrated astronaut, bouncing their way along the band of galactic biscuits on each pack. The "dream big" star filled sky helps elevate the retro brandmark, creating strong shelf presence and brand blocking, making this new range hard to miss and brings a little bit of joy to a complex world!




This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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