Landor Paris has created the packaging and brand identity for Kraft Foods’ ‘gifting chocolate’ product Imagine, launched in France last week under the Suchard brand, in a project worth around 150 000 Euros (about £95 500).
The consultancy has designed the structure of the box – derived from the shape of upmarket handbags like Hermes – as well as the on-pack graphics. The ‘premium’ colour palette of orange and silver-grey is intended to relate to the styling of other luxury products like Veuve Clicquot champagne, says Landor Paris client director Mathilde Lauriau.
‘The silver colour is trendier and less obvious than the gold imagery that usually denotes a premium product in this segment,’ she says.
Creative director Thierry Bigad headed up the design team. The Landor Paris pack structure has already made its debut in the UK as Terry’s All Gold Imagine. This variant, whose colours are gold and pink, was adapted by Cheltenham-based consultancy FLB and advertised under the Foxy Box slogan.
Kraft Foods senior brand manager Delphine Haas says the positioning in both France and the UK is based around appealing to 25to 40-year-old women giving occasional presents to their friends. ‘It’s the Sex and the City and Ally McBeal audience,’ she says.
Making an experience of sharing the chocolates was a key aspect of the brief, Lauriau adds.
Kraft Foods, traditionally strong in the home consumption chocolate sector, recognised an opportunity to create a ‘modern, informal social sharing offer’ that could take on the likes of Ferrero Rocher and Mars Celebrations, she explains.
Landor Paris has been working on the project for around two years – from the beginning of the new product development process. The consultancy won the work without a pitch on the basis of its long association with Kraft Foods, says Lauriau.