Nestlé Turtles

Challenge:

Nestlé Turtles, the beloved chocolate clusters, suffered from dated imagery and a lack of shelf presence. Packaging was typical of the category: A segmented tray and flat box - just like the "samplers" grandma used to serve.

Approach:

We worked with Nestlé to achieve a category transformation in form and function that elevates brand imagery and enhances the eating experience.

Results:

Both the "gift-able" and "everyday" paperboard containers offer loose-filled, individually wrapped Turtles, seen through a brand-integrated die-cut window. The "gift-able" container has faceted corners and a snap-fit lid. The "everyday" container adds an inviting feature: When the snap-fit lid is removed, opposing sides lean outward for easier access and more convenient sharing. This box comes in a family of three sizes. The powerful imagery of the package, in structure and graphics, drives home the core attributes of the repositioned brand. And, it breaks through the in-store clutter of like-minded competitors.

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Preliminary Concept

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