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The Arnott’s Group has introduced limited-edition Shapes flavours, complete with a bold new packaging look, in a bid to create excitement in the category by activating its “flavour you can see” brand proposition.

The Melbourne-based design studio, Edison Agency, was approached to create the disruptive brand solution and was given a brief to:

  •          Retain the highly recognisable shelf presence seen across the core range of products;
  •          Create a design with a distinct look and feel, creating a sub-range of limited editions that had strong shelf stand out to drive excitement and trial;
  •          Make sure flavour was front and centre to enforce Shapes’ unique selling proposition and to aid shopper navigation; and
  •          Drive mainstream appeal with Australian families and youthful Shapes consumers.

Designed with all this in mind, the solution includes bold pop art-inspired graphic language and colour palette.

Shapes’ “flavour you can see” moniker is brought to life via the heroic central flavour illustration, which showcases the distinctive Shapes’ brandmark.

Ben-day dots also accompany a bold two-tone background, which adds a playful design solution that creates differentiation for the Australian brand.

In terms of the new flavours, Arnott's says the range was inspired by some of Australia’s “favourite hunger busting comfort foods” and includes the triple cheese toastie, sizzling steak and onion, and double cheeseburger.

Limited-edition Shapes: flavour you can see more of.
Limited-edition Shapes: Flavour you can see more of.

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