August '09
Redesigning a historic brand to be up-to-date poses unique challenges. Effectively merging tradition and innovation is one critical component to success. One of our favorite companies to imagine a redesign for is Lindt and we took the liberty of giving its packaging a modern twist. The upgrade we envision for the notable Lindor line follows the Tripple RED formula of delivering relevance, essence and differenciation in one exceptional concept and is as a perfect example of how to revitalize a traditional brand.
- Essence: Our strategy plays with concepts of desire and seduction. To that point we visualized the luscious taste of Lindor truffles through a single rose in full bloom. The exquisite perfection of the rose, a classic symbol, also suggests the refined art of chocolate making and the more than 160 years of passion for Lindt products.
- Differentiation: The design concept is unique and clearly differentiates itself from its competitors through the solid color per flavor and its exuberant spirit through the imagery.
- Relevance: The color palette is refined for our zeitgeist as the aesthetics match a contemporary lifestyle. The sans serif font choice complements the Lindt logo and infuses freshness. The rose is a nod to the floral chain on the current packaging, but the stylistic treatment of the image carries the brand into the 21st century. Last but not least, beauty plays a bigger role for consumers than ever and is a proxy for quality.
Lindt is a trademark of Lindt & Spruengli AG.
As per request of Lindt we did not include their logo in the image.
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