When we were given the juicy challenge to refresh the iconic Terry’s Chocolate Orange design, our brief was to modernise and rejuvenate the brand, reminding consumers of Terry’s celebratory spirit.
The redesign simplifies the brand identity and the pack hierarchy, placing more emphasis on the brand name. We created greater synergy between all formats across the brand portfolio and shone a spotlight on Terry’s most ownable equity, the iconic chocolate orange ball. The golden sparkle emanating out of the window complements the unique format and becomes a focal point of the new look and feel.
We kept the brand’s playful heritage and emotional connection with consumers at the heart of the design to bring to life the personality of this family favourite.
THIS NEW PACK DESIGN REALLY DIALS UP GIFT-WORTHINESS AND MODERNISES THE BRAND WHILST STILL REMAINING TRUE TO ITS HERITAGE. WE KNOW FROM RESEARCH THAT CONSUMERS REALLY LIKE OUR REFRESHED TERRY’S CHOCOLATE ORANGE PACKS AND THAT THIS NEW PACKAGING WILL DRIVE FURTHER INTEREST IN THE RANGE.
Senior Brand Manager, Terry's Chocolate Orange
ORANGE FOR ALL OCCASIONS
For years, Terry's in the UK has been synonymous with Christmas, whether as a scoffed stocking filler or a sharing family favourite. We were tasked with bringing Terry's to Easter, maintaining its iconic presence, but with a new shape and new formats. Reminding consumers that Terry's can be enjoyed all year round.
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