The new Tim Tam Crafted Collection from Arnott’s has hit stores this week, with the latest range featuring ingredients from selected regions across Australia and New Zealand. Arnott’s partnered with The Edison Agency for the collection’s “surrealist style” packaging design.
Following Arnott’s research on what Tim Tam fans desire most, it found Australians are often looking for more indulgent treats with premium ingredients, attention to detail and carefully crafted flavours.
When The Edison Agency were briefed on designing the packs for the new Tim Tam Crafted Collection, group account director Steve Wren said the packaging also had to convey a sense of discovery for consumers and to go beyond just showing the various provenances in a literal manner.
“With that focus in mind it became clear that we needed to design a highly unique range that had a strong element of craftmanship that would instantly convey the flavour appeal that consumers look for, while dialling up the sense of provenance from which the ingredients had been sourced,” Wren told PKN.
“Four bespoke background illustrations were crafted in a surrealist style to capture the many fine details of each of the locations with an added twist of incorporating the flavour ingredient of the range within the different landscapes.”
The Crafted Collection wordmark aims to convey elegance in its serif typeface, while also using black and gold for a sense of indulgence, and complemented by the bold background colours of each flavour pack.
“The background imagery is critical in helping tie the flavour and the regions together as a cohesive idea. The background imagery was intended to work with the flavours so that you’re taken to places visually and through flavour,” said Wren.
“We wanted to retain the authenticity of the illustrations of the different regions across Australia and New Zealand so we sought out a local artist to help us recreate the images we envisioned for the pack. The resulting illustrations possess a certain warmth and personality that further adds to that sense of provenance we were aiming for.”
Although no special print finishes were used on pack, The Edison Agency simulated a gold foil border on the front panel. The packs were printed flexo on Natural PET stock with CMYK and two PMS inks.
The new Tim Tam Crafted Collection includes four flavours – Murray River Salted Caramel, Sunshine Coast Strawberries & Cream, Gisborne Orange & Dark Choc, Manuka Honey & Cream – and will be available in all major grocery stores from this week.