Project Overview
Rejuvenating the iconic Arnotts teeVee Snacks brand for a contemporary, fun and youthful future - breathing renewed pride into the brand and establishing a system for endless innovation.
Project Commissioner
Project Creator
Team
Amber Bonney - Head of Strategy + ECD
Brian Rodrigo Llagas - Design Director
Stephen Wren - Group Account Director
Caitlin Preyser - Mid Weight Designer
Matt O'Connor - Senior Creative Artworker
Krishma Sood - Marketing Manager Innovation, The Arnott's Group
Project Brief
Arnott's teeVee Snacks, a beloved mainstay of the chocolate biscuit aisle had been somewhat forgotten for the past decade. Constantly watching newer, shinier chocolate snacks launch to market and steal the limelight, 2021 was time for teeVee Snacks to stand up and be noticed.
Edison was tasked with developing a new visual identity and design language for teeVee Snacks that would build distinction, attention and attract a new youthful audience back to this tasty, iconic brand.
Project Innovation/Need
The design system was developed to bring to life the playfulness and share-ability of teeVee Snacks while ensuring delivery to consumers key emotional drivers.
The use of colour across each sku highlights the vibrant and ever-surprising nature of the teeVee snacks brand - bucking the trend of singular colour brand blocking in category - teeVee snacks instead embraces the diversity of colour as its design language.
Thematic backgrounds work in tandem with a consistent 40/60 colour block to dial up the playful expressions on pack and support the dynamic, ever-changing nature of the brand.
Design Challenge
Establishing a design system that was robust enough to have strong shelf presence, deliver to the tonal identity (playful) aesthetic, whilst maintaining consistency and flexibility for future innovations and collaborations.
The rejuvenated teeVeee snacks pack design unites joyful expression with considered structure.
Acknowledging the distinctive assets of the past whilst modernising them for a contemporary audience was balanced by retaining the distinctive trapezoid shape of the product container and angular brandmark.
Effectiveness
The new teeVee snacks design system has been a critical component of the Arnott’s 6P marketing mix. The results of this are evident through:
• The delivery of over $4.5M in retail sales value in just one customer
Achieving the top ranked position with teeVee snacks Original Glaze ® in the total sweet category within 2 weeks of being on planogram in Coles. Note, this meant surpassing loyal heavyweight brands like Monte Carlo and Scotch Finger!
• 4 out of 5 SKUs sitting in the top 10 of the sweet category, with all 5 sitting in the top 20 Virality on social media, with consumers #teeVeesnacks over 1.3M times without any media investment
• No negative sentiments captured on the refreshed brand look and feel – a tough feet with a brand that hasn’t changed in over 20 years and that has a loyalty rate that is close to Tim Tam!
In just over a month in market, we’ve seen consumers engage effectively with these products, driven largely by their stand-out on shelf and ability to shake up the biscuit aisle. We look forward for what’s to come!
Graphic Design - Three Dimensional
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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