Australasian foodstuffs giant Goodman Fielder have asked you to develop and position a product concept for the New Zealand market that will enable them to better take on Arnott’s ‘Farmbake’ bagged sweet-baked biscuit range, effectively replacing the Ernest Adams brand in the category.
The brief for this Brand Communication project for Goodman Fielder requires your design team to research and position a new Ernest Adams bagged sweet-baked biscuit brand in NZ to replace the existing range.
People are starting to value transparency in the products/brands that they are buying from. Therefore Ernest Adams should be clear about their ethics and show this through transparency in their products.
The clear window on the front of the packaging is a key staple of the design of our bagged biscuits as it enables our consumers to see what it is that they are purchasing. This feature adheres to our values of transparency and honesty as there is nothing hidden and everything is on display for our consumers to see.
Through displaying our ingredients on the sides of our packaging, we are extending our tools to convey transparency from something that can be visually (with the clear window) to something written, that can be read. Through displaying the ingredients on the side of the packaging Ernest Adams is able to convey honesty in a way that can be understood by anyone as it allows for the consumer to know what is going into their body and their love ones bodies too. The flavour of each variation can be seen through illustration. These illustrations allow for a good point of difference between the packaging of each flavour without setting them to far apart from each other.
To release Honest Batch to the market, a range of sample stands will be found around New Zealand markets similar to a farmers market or the The Underground Market, which is located in Wellington. This is to help spread the word about this new range of biscuits as well as invite potential new customers to try the biscuit.
Mandatories
Sub-brand name: Honest Batch
Tagline: The Taste of Comfort
Ingredients: Simple, listed
Range of flavours: Pink Lemonade Raspberry Lemon, Triple Threat Chocolate Chip, Gooey Caramel with Chunky Toffee, Blackforest and Coconut Ice Fudge
Packaging design: Transparent window, ingredients listed on the sides, key ingredient illustration and use of its key colour, use of biscuit illustrations, pops of colour
Typefaces: Kirby and Fine ‘Tooning
