Reinvigorate the Nestlé Allen’s brand to be the stronghold driving force within the confectionery category.
In light of growing consumer awareness around sugar and artificial colours & flavours, we had to tackle head on the health/nutrition platform by repositioning and evolving the packaging design. A simple naive illustration and typography style were used to create more natural themes and to promote the products permissibility, making it more relevant to today’s Aussie parents & kids.
This is after all the iconic brand that we all know and love. A little bit of fun since 1891.
Simplified graphics and the use of bold colour was the fresh approach given to the heritage allen’s range.