The consultancy was appointed to the project in January 2011 following a creative pitch, having previously worked on other Nestlé products including Quality Street, Aero and Randoms.
Stuart Tallis, head of creative at Epoch, says, ‘The previous packaging was lovely but it did look quite masculine with the angular shapes. It needed to evolve.’
He adds, ‘We wanted a new look and feel all under the three product truths – creamy, feminine and gesture.’
The new packaging retains the maroon and cream colour palette and existing Dairy Box logo. Epoch added flower and butterfly images to the box to add femininity, and also worked with copywriters at consultancy Ink to create new names for the ten chocolates in the assortment, aiming to convey a more friendly, accessible tone of the voice.
Mike Tollan, head of boxed chocolate at Nestlé Confectionery, says, ‘With this brand refresh we will enhance Dairy Box’s gift worthiness by highlighting the brand’s more feminine side and by showcasing the appetising chocolates on the front of the box.’
The new packaging launches at the beginning of next month.