Arnott’s needed to conduct a series of research groups which highlighted the need for a stronger treat-offering in the Australian market. The category targeted to the tween and teen audience, was experiencing exceptional growth overseas. Arnott’s saw the opportunity to capitalise on this trend with the development of a new treat product “Fun Sticks”.
Funsticks design refresh
Funsticks design and refresh required taking inspiration from the brand positioning “Silly Little Things are the Most Entertaining” we developed a look and feel that resonated with the target audience through use of, vibrant colours, playful typography and movement in the splash background, creating a feeling of ‘on the go’ fun. The illustration of the Fun Sticks product, combined with the branding and flavour splash create a kit of parts which can be utilised in various ways to create a striking look.
Funsticks design refresh meant bringing the Fun Sticks identity to life in pack form was an exciting challenge. The design was structured to highlight the key benefits of portion control and “on-the-go, anytime, anywhere” convenience, whilst retaining the Arnott’s masterbrand values. We captured the essence of the product features through the use of detailed illustrations and rich colouring, making it clear to the target market exactly what the product is.
The carton pack was designed with a dual purpose, offering both portrait and landscape facings. Portrait for display at retail level and landscape with zip opening for easy storage in the pantry for Mum and quick access for kids. Strong branding, bright pack colouring and the development of the “game on!” concept and fun stick “jokes” underpinned the fun, whimsical brand positioning while delivering clear standout on shelf.
Arnott’s also required a lock up device for the new range of portable snack biscuits. It was essential that the design communicated the key driving benefit of the range, which is the convenience of “on-the-go, anytime, anywhere”. The message of portion control also had to make a statement in a bold and playful way. The creation of this branding piece was pivotal to the campaign surrounding the range launch across print, online media and television. As the lock up was designed to be transferred across the various categories in Arnott’s biscuits range, a style guide for application and consistency was also developed.