Package Design | Visual Narratives
Analyze the content of an existing food box or bottle label for a food or beverage product. Break it down to its basic elements and rebuild it in different directions
Nestlé Toll House has long been celebrated for its delectable baking morsels, offering a variety of flavors that cater to diverse occasions. The introduction of the Nestlé Narratives collection is a strategic initiative aimed at revitalizing the brand's packaging while enhancing its storytelling capabilities.
Sweets for every occasion
Premier White - Wedding
Milk Chocolate - Graduating college
Semi-Sweet - Having a child
This innovative concept draws inspiration from a comprehensive analysis of Nestlé's advertising campaigns spanning from 1979 to 2016. These advertisements consistently emphasized themes of family, celebration, and togetherness. The new packaging encapsulates a narrative journey that begins with the union of two families through marriage, progresses to the joy of welcoming a new baby, and culminates in the pride of a college graduation.
Type as Image
Each package in this limited edition collection is uniquely hand-illustrated and incorporates personal photographs of Nestlé Toll House morsels, creating a visually appealing product. The darker color palette is complemented by vibrant illustrations that enhance the overall aesthetic. For instance, the Premiere White morsels packaging showcases floral designs reminiscent of a bride's bouquet, while the Semi-Sweet morsels package includes playful imagery of children's toys representing family growth. The Milk Chocolate morsels packaging celebrates academic achievements with icons such as graduation caps and champagne glasses.
Recognizing the need for an update, the redesign addresses longstanding consumer feedback regarding the previous packaging format. Traditionally, Nestlé utilized a bag that required tearing open and was often difficult to reseal, presenting challenges for storage. The new design features a resealable stand-up pouch, significantly improving usability and convenience.
This limited edition collection not only modernizes Nestlé's packaging but also strengthens its connection to consumers by evoking cherished memories and milestones. By focusing on storytelling and enhancing user experience, this initiative has the potential to drive significant growth for Nestlé Toll House, reinforcing its position as a leader in the baking industry while fostering deeper emotional connections with its audience.
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