ARNOTT'S
Arnott’s is an iconic Australian business that produces a myriad of mid-range biscuits, almost always presented in a pack of approximately 10-30 to be shared with others. They have many different varieties of confectionery products, but I noticed that they don’t have many related to dark chocolate.
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While Arnott’s have a few dark chocolate items in their range, they either part of a different brand (Tim Tam). Dark chocolate is also commonly used in other chocolate brands like Cadbury’s ‘Old Gold’ range to seem like its more fancy, and since this is already in the zeitgeist of chocolate shoppers, it seems like a good fit to expand.
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I created a dark chocolate premium range of Arnott's to fill a gap in their range. I will be creating confectionery items that keep the current target audience but promote a more premium range through featuring more ‘refined’ tastes like hazelnut and macadamia nut.
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Briefing
Project Development
Brand Range Extension
Market Research and Moodboards
Before jumping into any sketching I completed a comprehensive amount of market research to determine what gaps in the market I could fill with this new line of confectionery. as I stated above, Arnott's doesn't have a huge range of dark chocolate items.
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I then went on to complete some moodboards, es​tablishing the general colours, package sizes and shapes, and the style that It was going to be.
I went into sketching to explore some ideas I had. I determined the general feel of the product, vague colour choices and packaging sizes. I explored the ideas discovered through my moodboards, expanding on ideas of shape and colour.
Market Research and Moodboards
To be able to design the packaging, I need to know the dieline. Using the ideas generated above I created two dielines that would hold the new products. The first one is a box and the second one is a coffee bean style bag with a see-through area at the front.
Dielines
These were the first rendition of the packages, throughout the first design process I was in a back and forth conversation with the client about certain design decisions, and what kind of claims they wanted on the front of the package.
First Mockups
After getting the thumbs up from the client about the designs for the packages, I now made them press ready using industry standard practices and pre-flighting techniques.
Getting Files Press-ready
