Independent creative agency Slik has designed new packaging for Darrell Lea, one of Australia’s oldest confectionery brands, in a bid to create a contemporary look that connects with modern consumers.
Featuring the iconic Darrell Lea stripe in a refreshed design, along with bright, fun colours and dynamic product visuals, Slik says the new packaging forms part of a strategic approach to connect Darrell Lea with the consumers of today.
Darrell Lea’s general manager of marketing, Johanna Campbell, said: “For close on 100 years, Darrell Lea has been making it better for generations of Australians. We’re delighted with the new packaging and are excited to see the next chapter of a much-loved Aussie icon roll out on supermarket shelves.
“This was a much-needed refresh, designed with purpose to help activate Darrell Lea’s brand positioning, and our commitment to delicious Australian-made products, for everyone to enjoy.”
A spokesperson for Slik told PKN that based on the findings of a competitor and internal audit, as well as a look at best practice, Darrell Lea’s brief to the designers was to dial-up and modernise the key Darrell Lea brand cues to help connect with audiences and differentiate the brand on shelf. Slik said it also wanted to do a better job of visually portraying the unique Darrell Lea product inclusions through more dynamic product renders.
Randle Juan, Slik’s senior art director told PKN: "We had a lot of fun diving into the unique history, stories and products that make Darrell Lea the brand they are today. But at the end of the day, our strategic process made it really clear what was required to modernise key elements and ensure the brand was ready for a new era of Darrell Lea fans."