Nestlé moves streets ahead

Nestlé Rowntree has relaunched its Quality Street brand with redesigned packaging by Smith & Milton Original. The new design (pictured) “sees a more three-dimensional translation from the former graphics, with the rainbow ribbon literally wrapping the ent

Nestlé Rowntree has relaunched its Quality Street brand with redesigned packaging by Smith & Milton Original.

The new design (pictured) “sees a more three-dimensional translation from the former graphics, with the rainbow ribbon literally wrapping the entire pack”, says Howard Milton, partner at the consultancy.

The brief called for “the closer alignment of Quality Street as a gift and we were convinced that the interpretation should be unmistakably a gift box”, says Milton.

The vignette of a regency soldier and a lady has been retained, as has the colour scheme.

Nestlé Rowntree marketing manager Mike Tollan says: “The new design has moved the brand livery into another dimension, which is understood by the consumer and transferable to our tins and other packs.”

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