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Article | July 31, 2005
Shapely cartons redefine Turtles brand
Nestlé Products of Canada posed this challenge to One80Design in updating the packaging for its venerable Turtles brand: Redefine the brand, but maintain the emotional equities and heart-felt delight that consumers feel toward the brand.
Through consumer research the package innovation and design firm identified two separate usage occasions and then developed a different coated board package design for each occasion. The first package is a “gift-able” carton and the second is an “everyday” container. Both packages use a thicker board enabling Nestlé to eliminate the plastic tray that gave structural support to the discarded thinner paperboard cartons.
The “gift-able” container is intended for giving as a small personal gift. The carton’s shape is strongly vertical contrasting the flat rectangular cartons that dominate the category. The Turtles “gift-able” carton features corner bevels and a removable snap-fit lid for easier access to the candies. Loose-filled individually wrapped Turtles are viewable through a die-cut window on the front panel.
Turtles’ “everyday” carton shape is broader in order to support a differentiating feature. When consumers remove the faceted snap-fit lid opposite sides of the carton lean outward. When the carton is in this shape it’s easier to pass and share the contents inside the container. The carton available in three different sizes also displays individually wrapped candies through a die-cut window.
The new package designs include a more indulgent and “uptown” look on the “gift-able” carton and an ownable yet restrained visual appeal on the “everyday” carton. Nestlé believes the new designs help consumers reconnect on a personal level with the brand while also helping to elevate the brand’s stature among the growing number of competing private-label confectionery products that have emerged in more eye-appealing packaging.
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