Before & After: Nestle Club
Cowan Designs completes a revolutionary re-brand of 'Club' - Nestle's dark chocolate brand comprising of 6 variants:
"To reposition the brand, Cowan developed a visual device in the form of an ajar door, suggesting an entrance to an intriguing and mysterious world - an invitation to the 'Club' of alluring dark chocolate experiences. This idea was reinforced through the invitation-style envelope packaging format that replaced the generic and cheap looking flow wrap.
With a simple, clear architecture, the new packaging cuts a strong shape on shelf whilst allowing for clear differentiation between product variants. Overall, Cowan have created a unique, ownable brand idea that can be leveraged beyond packaging and across all other communications."
See more images of Nestle Club after the jump, and see the "before" shot.