Cloetta Allsorts

What you see is what you get

Cloetta Allsorts

Contributions

Packaging

Awards

The Dieline Award, 2014

Industry

FMCG

Confectionary maker Cloetta wanted to make their Allsorts licorice stand out from the competition and highlight its new recipe. They were facing increasing competition from a growing number of mixed confectionary, in-store pick & mix, as well as from more and more aggressive private label brands. Cloetta was also looking to strengthen its position in travel retail. The challenge for Allsorts was to find its way out of the mainstream bulk position.

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From ordinary to classic. BOND responded with packaging that brought the distinctive shapes and colours of the liquorice to the forefront.

The Allsorts licorice pieces possess so much visual potential that we decided to make their colorful shapes central to the package design. The foundation for our concept was "what you see is what you get." By building on the existing strengths of the name and color palette while elevating the well-known shapes to a new level, we let the bold, playful licorice itself define the brand's new look. The idea was to celebrate the iconic English-style licorice in a contemporary way, turning Allsorts into a classic. The bold and playful packaging also helps consumers to identify the different varieties.

The client wanted to take Allsorts in a simpler direction and change the communication hierarchy. The creative path from ordinary to classic started with the facelift brief. The final design was created to clearly communicate the renewed taste, and to position the product within Cloetta's classic product range.

Design can drive product innovation. Cloetta's Allsorts Black and White edition was developed in tandem with the new design concept. It follows the same bold design scheme, but this time we stripped away the colors, giving it a more premium feel.

The silver print and matte finish give a sense of quality to the functional cardboard box. The project included a flowpack and carton box, making the final concept simple, effective, and easily identifiable.