Nestlé Re-launches Turtles® in Elegant and Ingenious New Package, Structures Designed and Developed by One80 Design of New York City

New York, NY and Ontario, Canada (PRWEB) January 22, 2005

Nestlé Products of Canada turned to One80 Design in New York City for help in re-launching the venerable Turtles® brand with a new range of package structures that elevates brand imagery and optimizes user functionality.

“Gift-able” and “everyday” paperboard containers take beloved Turtles chocolate clusters out of the typical segmented plastic trays with contemporary forms that redefine both the brand communications and the eating experience. One80 Design was responsible for both the conceptual and design development effort for the new package structure line-up.

The “gift-able” container offers a strong vertical orientation, faceted corners and a removable snap-fit lid for easy access. Loose filled, individually wrapped Turtles are easy to see through the brand integrated die-cut window. In all, the new container cuts a dashing figure on the shelf next to the indistinguishable flat, rectangular boxes in the category.

The “everyday” container is broader to support a unique feature: When the faceted snap-fit lid is removed, opposing sides of the box lean outward for easier access and more convenient sharing with family and friends. This box also shows off the individually wrapped Turtles through the brand integrated die-cut window. This new container comes in a family of three sizes, each sporting the easy-access feature.

The powerful imagery of the package structure, in conjunction with sophisticated yet fun new graphics, is immediately recognizable in a retail context next to less evocative competitors. One goal was to drive home the core values of the repositioned brand. “Nestlé challenged us to completely redefine the brand, yet maintain the emotional equities and heart-felt delight people have toward the product”, said Jim Warner, Managing Partner of One80 Design, who led the design effort for the firm.

One80 Design is a product and package innovation and design firm located in New York City. Led by Jim Warner and Ken Miller, the firm delivers focused insight, profound creativity and actionable design for successful product and package structure solutions. Clients in consumer packaged goods and durables rely on One80 Design for Innovation with Direction®, yielding product and package structure innovation that captivates consumers in the store and delights them in use. Contact: Jim Warner at 212.268.1801 or Jim@one80design.com.

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