Seymourpowell creates new range of Cailler Christmas pralines to appeal to a younger audience
Design and innovation agency, Seymourpowell, redesigned the packaging of Swiss chocolate brand, Cailler’s Christmas pralines collection with the aim of attracting a younger generation of chocolate lovers.
The Nestlé-owned brand identified an opportunity with younger consumers are looking for something with a more youthful personality when buying for themselves or for friends. The new range of selected pralines was designed to be more relevant to a young generation, while still remaining true to Cailler’s provenance and heritage.
To do so, Seymourpowell developed a contemporary colour palette including muted pastel tones that aim to bring naivety and freshness to the illustrations, along with highly detailed embellishments. The boxes features a reindeer and a squirrel, which roam in a snow-covered woodland.
Seymourpowell also used a combination of embossing, debossing, hot foils and subtle varnishes to render the new range more easy to gift.
“This new range evokes a sentiment of seasonal fantasy and wonder. Our goal was to elicit a playful and engaging view of the Cailler brand to bring to life the excitement of the festive season," explains Allison Spence, Brand Creative Director at Seymourpowell.
The new packaging also supports Nestlé’s commitment to a more sustainable future using transparent recyclable trays. Whilst Cailler’s praline boxes were already recyclable, this is the first time the brand introduces recyclable trays, appealing to a younger generation of consumers who are actively purchasing brands that take a more progressive role in sustainability.
The transparency of the trays also gave Seymourpowell an opportunity to weave in extra graphic details to amplify the storytelling and feature the new sustainability message.