- Portfolio Architecture
- Brand Identity
- Brand Guidelines
- Rollout
- Production Management
Arnott's is one of Australia's most iconic brands.
For consumers, Arnott's is more than a food
company - it's a piece of Australian History.
A modern brandmark that embraces heritage
How do you modernise a brandmark with a heritage of 140 years? With white gloves! We balanced staying true to its roots while being progressive enough to be relevant to todays consumer. By placing the existing typography on a straight line, reoriented the Iconic Parrot to face the consumer and using a holding device, we capitalised on the brands core equities and differentiation. This was then rolled out on corporate identity and packaging.
A flexible brand architecture
Arnott's portfolio consists of over 70 SKUs across the savory, plain sweet, fancy chocolate segments. A 'Three Pillar Approach' was developed to ensure enough flexibility for all sub-brands and NPD to deliver their own proposition and drive differentiation.
But what's great design without great printing?
Working extensively with Arnott's printers and reproduction houses it took all three organisations coming together over two print trials to provide some of the smoothest vignettes in flexographic printing.
