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A Delicious Redesign

PROJECT: Packaging and Brand Redesign
CLIENT: Sweet William

Sweet William approached Engineroom to inject some life and personality into their current packaging design which was starting to look dated and old fashioned in the highly competitive confectionary market. Their product has always been a leader in the category but with an influx of newcomers to supermarket shelves, Sweet William needed a fresh and exciting new look to keep their products top of mind for their customers.

Our brief was to explore modernising the Sweet William brand logo without taking it too far from its current design and loosing the equity and recognition they have built over the years. The client ideally wanted to loose the brown box which currently encapsulated the brand name and keep the logotype on its own, we considered this option but were concerned about the impact loosing this holding shape would have on the standout of the brand on shelf. Because of the logos position and colour, it was probably the most recognisable element of their existing packaging.

If we removed the holding shape altogether would people still recognise it as a Sweet William product? In order to keep strength to the brand identity we opted to maintain a holding shape, but softened it to a keyline and circle for a lighter and friendlier approach. Which also allowed us to increase the size of the logotype within the shape to further increase brand recognition.

Sweet Williams existing packaging design was not only feeling dated on shelf, it also was not doing the brand justice in communicating the diversity of the flavours and formats they had to offer.

The existing layout saw all the variant colour positioned at the bottom of the pack which was covered by the shelf strip and display boxes, which left their brand looking uninspiring on shelf and like a “sea of beige!” To the consumer.

One of our main aims for the new packaging was to inject colour back into the full pack layouts and bring a sense of joy and fun to the designs. This allowed us to not only clearly communicate the diversity of their product offer on shelf, it also helped to bring some more playfulness and personality into the brand. .

In developing the packaging concepts, we were mindful of Sweet Williams positioning within the category. Their price-point couldn't see them appear too elitist, boutique or premium. The Sweet William brand has always positioned themselves as an everyday treat, accessible to everyone on a weekly basis.

The new packaging design was to be rolled out progressively, ie. as each SKU ran out of printed packaging, so we had to ensure there was some connection between the old and new packaging as their was going to be a large window when there would be a mix of both old and new on the shelves.

The new packaging design was rolled out across over 20 SKUS of various products, sizes, substrates and formats. It was important to ensure consistency between the entire range, whilst still allowing for an element of individual product personality.

As part of the redesign of the brand we also designed and built a new ecommerce website and marketing / trade show material that extends Sweet William's bold, playful and colourful new identity.

Client Testimonial

“Engineroom have been our trusted design team for 15 years, and this latest delivery from them on our full packaging rebrand across all 21 products has been truly exceptional work on every level. Their expertise in the field of packaging design is noticed and appreciated at every step of the process.

Going in to the rebrand we really weren’t sure of the direction we needed to take but Engineroom guided us through the creative process with high quality concept development that helped us form a marketing strategy as we progressed. Their design work is always fresh and innovative and in line with market trends which ensures optimal success on shelf. The packaging design they have delivered us is bold, fun, creative and perfectly communicates our brand and the product alike.

In line with our rebrand we also launched a new website which we left entirely in the hands of Engineroom to design, build, deliver and host and we couldn’t be happier with the outcome, it looks sensational.

Full rebrands can be stressful territory for any business, especially FMCG’s with large numbers of SKUs, but this development and execution with Engineroom at the helm, has been an absolute breeze and a joy. We have received streams of positive feedback on the new packaging design from both customers and major retailers and have already seen a lift in sales on the new SKUs that have been rolled out. We expect to see this sales growth continue with the new design appealing to a broader consumer base while keeping our brand relevant and cutting through the saturated shelf space in the market.

We could not be happier with the end result, thanks Engineroom – always delivering five star quality.”

Cassia Munro - Sales and Marketing Manager

OUR DELIVERABLES ON THIS PROJECT

Concept Development

Concept Development

Artwork

Artwork

Brand Guidelines

Brand Guidelines

Illustration

Illustration

Logo Design

Logo Design

Packaging Design

Packaging Design

Range Extension

Range Extension

Web Design

Web Design

Print Design

Print Design

Print Production

Print Production

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