Case Studies - Patons
BRIEF
The confectionery market is one of the most crowded in the galaxy, and within that market the fight for territory amongst chocolate-coated nut products is fought tooth and nail (fang and claw in some sectors).
It’s easy to see how those whose branding and product positioning isn’t up to scratch can easily lose market share.
Paton’s Macadamia Chocolates called on the Starship to design a premium-looking range of packaging that would appeal to their
all-important international souvenir market.
SOLUTION
We developed three likely packaging designs, which we then market researched to determine which had the greatest consumer appeal as premium-looking products.
For the souvenir range, we created a packaging template that featured a beautifully lit “hero” image of the product with a silhouette design behind it, making both images instantly recognisable for all variations.
To help promote the range at the Cannes Trade Show, we redesigned Paton’s presentation stand to include large visuals with a clean, streamlined look, and merchandised the souvenir chocolate boxes as pieces of art, using the theme, “Not just souvenirs. Masterpieces”.
We also used this theme in a pre-show advertising in the Moodie Report and Trade Magazines to generate early interest in the brand.
The next step in our rebranding was to update Paton’s Koala souvenir range with both illustrative and life-like versions of the artwork, which we knew from our earlier research would each have specific appeal to both the Australian and Asian markets.
RESULT
Following the Cannes Trade Show, Paton’s were inundated with orders, which led to a huge increase in their distribution area and the number of stockists carrying their products right across the globe.
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