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.

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