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Packaging design: Anthem rebrands Nestle Real Dairy Natural Ice Cream

Packaging design: Anthem rebrands Nestle Real Dairy Natural Ice Cream
Nestle Real Dairy Ice Cream

Nestle Real Dairy Ice CreamAnthem Worldwide has helped Nestlé Canada Inc. bring its Nestlé Real Dairy "Natural Ice Cream" positioning to life in Canada with new packaging designs that clearly differentiate the brand within the category.

Erin Lazer, marketing manager, packaged ice cream at Nestlé Canada, said, "The relaunch of Real Dairy was centered around what consumers are looking for -- less processed products made with "real" ingredients. After developing a more natural recipe, we turned to Anthem Worldwide to bring the new concept to life at shelf as well as help the brand truly differentiate itself. They've done an incredible job of accomplishing our objectives and creating the most attractive Real Dairy package design yet."

Gary Oakley, creative director of Anthem Worldwide's Canada office, commented, "Anthem explored three possible creative entry points: Wholesome, Real Ingredients; Rich & Creamy; and Pure, Simple Flavors. The territory of real ingredients became our focus to best support bringing the 'real' back into dairy."

Oakley, added, "To visually support and communicate Nestlé Real Dairy, Anthem centered its design on the 'real' ingredients, providing easily identifiable flavor cues of a cream pitcher, milk jug, sugar, and eggs. Through pure and simple, yet appetizing food photography, Anthem's new package design elevated the nutritional value of the brand to the consumer and increased shelf presence to create a clear point of differentiation from the competition."

Lazer added, "Anthem's clean color palette and simple design architecture solution communicates a compelling and consistent brand experience that allows for additional line extensions and future innovations. As a result of this design success, the Nestlé Real Dairy frozen yogurt and ice cream lines have been able to expand distribution by approximately 50 and 15 percent respectively, including full distribution of the entire line at Metro banners in Ontario & Quebec."

Anne Dean, managing director of Anthem Worldwide's Canada office, said, "Anthem helped Nestlé create a distinct and sustainable point of difference between Nestlé Real Dairy and the competition by delivering on the promise of 'real' ingredients. Anthem worked very closely with Nestlé to ensure our design solutions reinforced the credibility behind Nestlé Real Dairy's 'natural' positioning and their commitment to good health through nutrition."

SOURCE: Anthem Worldwide, a Schawk Strategic Design Company


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