Recognising the increasing importance of Formal Gifting in the UK, Lindt had high hopes that its Master Chocolatier Collection would not only be successful in it own right, but that it would help Lindt’s overall market growth in this category.
The British target audience is discerning – wanting delicious chocolates wrapped in impressive packaging to proudly present as formal gifts for dinner parties, socials, Christmas, Valentine’s Day, Mother’s Day and Easter. The mass-tige brands available seemed dated, ‘gold’ and lacking gift appeal.
A simple, uncluttered white background provides the backdrop for the ribbon device that echoes the ‘L’ in Lindt. The pink colour catches the eye and complements Lindt’s existing gold colour. The second generation of the design looks to hero the delicious chocolates with simple and beautifully lit photography.
Our brand design needed to appeal to discerning consumers with a premium and contemporary look and feel and the sales are proof it did just that.
To receive a Lindor cornet is a true gift, not as formal as an inlaid box but an indulgent treat and perfect for sharing. The global design guidelines are strict, we needed to understand them first to establish how to flex the conventions for a growing multi-flavoured collection.
New flavour variants (Coconut, Salted Caramel) were to sit alongside our seasonal Limited Editions such as the Queen’s Jubilee, Halloween and the Winter Edition.
We had the challenge of demonstrating differentiation through variant colour codes, creating background imagery to support the proposition, ingredients art directed and photographed to a specific brief and retouched without losing an ounce of appetite appeal all whilst thinking about the chocolate wrap colour to ensure clear differentiation for Lindor’s famous pick and mix in store. We worked within tight guidelines to deliver brand consistency alongside real appetite appeal and irresistibility for our consumers.