PINK is the New PINK – Brand Redesign for the ROCA® Family.

11 Apr 2012

Brown & Haley is launching a dramatic brand update that emphasizes ROCA® pink and better premium upgrades that reinforce the ROCA® brand position.

Brown & Haley is launching a dramatic brand update that emphasizes ROCA® pink and better premium upgrades that reinforce the ROCA® brand position. This brand redesign is the result of 2 years of brand development effort and coincides with Brown & Haley’s 100th anniversary.

ROCA® is a well-loved brand of premium confection, known for its natural ingredients and iconic pink tin. The United States is their largest market, however ROCA® buttercrunch toffee is sold around the world with a particularly strong markets in Asia. To meet the demands of international growth and brand extensions, we as a company undertook a strategic brand review in 2010. Two key initiatives resulted - a full brand/packaging redesign, and a new product initiative to create a dark chocolate version of ROCA® buttercrunch.

To achieve the new design, Brown & Haley’s marketing team engaged in a 6-month collaboration with a boutique packaging design firm with deep experience in food and premium brands. In addition to traditional design activities, the process included testing of early concepts and final designs in Asia as well as North America.

The new design presents a more luxurious and unified brand presence, which builds on the ROCA® historic packaging equities of pink color, gold foil, and embossed logotype. Each package is handsome on its own.

As a family of flavors merchandised together, the ROCA® brand is now…in the pink!

Custom logotypes were created for each flavor, such that each logotype stands as an eyecatching piece of art, on its own. The logotypes are supported by two additional custom fonts designed to complete the packaging throughout the family.
The new design architecture guides the consumer’s eye through the messaging hierarchy from flavor logotype to the product image. Flavors are identified by a unique “waterfall of color” that also increases legibility of the embossed gold logotype. At the same time all flavors retain ROCA® pink in the packaging field. Almost all flavors that is – Dark Chocolate PEPPERMINT ROCA® employs the same design architecture, but uses red and white peppermint stripes instead of pink.
The image of foil-wrapped candy is another key ROCA® equity. In the new design, each ROCA® foil is now printed with its specific ROCA® flavor, and the product shot includes the key flavor ingredient.
In keeping with evolving consumer expectations, front of pack now explicitly communicates All Natural, Kosher and Gluten Free.

The new packaging design begins shipping June 1.

Source: Brown & Haley