The consultancy was appointed around a year ago by Options owner Twinings, having previously worked on other projects for the company.
It was brought in to cerate new branding and packaging designs for the core and Indulgence Options ranges, aiming to broaden the appeal of the brand, according to Springetts, and to clarify the Options portfolio architecture.
Jo Chekroun, strategic account director, says, ‘We needed to clarify the difference between the Indulgent and the core range, but also show that they belong to the same family.We wanted to make it a bit more contemporary.’
The new designs feature a subtly tweaked logo and use the Options ‘O’ as a focus.
‘We called it the “O” moment’, says Chekroun. ‘It’s capturing the idea of taking some time out’.
The on-pack girl illustration has been changed to make her look ‘more 21st Century’, according to Springetts.
The updated blue colour palette aims to reflect the brand’s low calorie content, which is displayed in a roundel. A halo device is used to show the idea of ‘permissible indulgence’, says, Chekroun.