Femina Chocolate

The Problem

In Switzerland for my recent study abroad combining business and graphic design, called Design Thinking for Innovation, we got the Opportunity to do a rebranding project for a company owned by Nestle called Caillei. In 2006 the Company did a major re-design for all varieties of their swiss chocolate, the new packaging though innovative, different and exiting, was far removed from the traditional packaging for their Swiss Chocolate. As a result they lost the good majority of their faithful customer base overnight, and nearly went out of business. When the problem was discovered the company immediately took steps to try and remedy the problem, but are still struggling to this day in recapturing their previous Audience. they have since regained a sizable portion of their previous customer base, and are looking to re brand their chocolates keeping in mind they need to do something that is not as drastic this time so as not to loose their customer base again.

This is where we came in, we were challenged to redesign the box for Caillei specifically for the brand of chocolate called Femina, a traditional praline Chocolate intended to convey tender affinity and sharing with women, this approach has worked for them in the past, but Caillie is now seeing a shrinking demographic, so as part of the re-design, we were charged to target a younger audience and re-make Femina into a successful product again.

The Solution

we were broken into 8 groups to brainstorm and come up with solution to the Femina problem, our solutions are as follows;

1. Box insert redesign so that the customer can see what kind of chocolates they are eating, without tipping the box over and dumping out the chocolate

2. Redesign the chocolate tray, changing the color to a blue, (as is the tray and wrapped chocolates are both silver), it is not exiting and it is hard to see what you bought. we believe that making the tray blue will draw attention to the carefully wrapped chocolates. We also designed more slots in the tray so that we could include more of the delicious chocolate we are trying to sell, giving the customer more value for their money.

3. Redesign of a classic insert that is a foil lace to highlight the chocolate and make the customer feel like they are getting a quality product, also lace has been a major associative component for Femina in the past, this insert/exterior wrap will help customers relate to the quality of the previous product.

4. The box re-design is similar to the original box we got rid of the lace on the cover, it looked tacky before and the pictures of the product were hard to see, and did not do anything for the product, we took better pictures and arranged them in a pleasing manner.

5. we came up with a new advertising campaign that helped target a younger demographic, and re-enforced the feeling of tender affinity that Caillei wants its customers to think of when they buy Femina for the special women of our lives.

THE FINAL PRODUCT

Caillei was very pleased with our presentation, and commented several times on our goups design and ideas, I believe we addressed the problem with reasonable solutions that are cost effective, for the company, and will give the customer a good sense of value for their money and something they can share with the special women of their lives.