SAICA Revamps Timeless After Eight Pack
Nestle’s iconic After Eight brand has been revamped by SAICA Creative as part of a national update of its on-shelf packaging.
Nestle’s iconic After Eight brand has been revamped by SAICA Creative as part of a national update of its on-shelf packaging. After Eight is recognised as the leading after dinner mint brand in the UK. The secondary packaging experts were tasked with creating a retail ready pack that would stand out on the shelf and maximise brand recognition.
The existing secondary pack provided no brand promotion meaning the product disappeared into the box when cartons were running low. SAICA’s in-house design team, SAICA Creative, developed a pack that preserves the traditional After Eight ‘clock’, combining it with sweeping curved edges to frame the luxury confectionery. The branding now appears on all sides of the pack and is repeatable for multiple facings.
Matt Pomorski, Creative Project Manager at SAICA Pack, said: “We were challenged by Nestle to integrate the After Eight branding onto the product’s secondary packaging. We developed a range of concepts which looked at the best compromise between carton visibility, brand prominence and functionality.
“The result is a retail ready ‘easy open’ pack that not only showcases the iconic clock logo but increased production efficiencies and all for the same cost as the old pack.”
A spokesperson for Nestlé said: “SAICA’s creativity and intelligent approach to the design brief really impressed us. The improvement in brand standout is huge! The new pack makes it easier for customers to find our product and we are thrilled with the results.”
SAICA Creative used its state-of the art digital print facility to develop a prototype at an early stage of the design process. This increased the speed to market and kept costs under control. The final product is stronger and larger than the existing pack yet uses less cardboard. It is made from 100% recyclable material which SAICA takes from retailers and converts back into recycled paper at its paper mills, offering a truly closed loop approach. The new After Eight pack is in stores nationwide ready for the Christmas period.
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