Nils is a brand of chewy caramel, which has been produced by the KDV holding for many years. As the years went by, the packaging design had become outdated — today, it looks out of date as compared to its competitors. In addition, KDV plans to introduce this brand to the foreign market, in particular to the Chinese one. For a foreign market, these candies look even more archaic. To meet the competition there, the product should have a more modern look. 

At first glance, the candies have not changed much: a bright pack, the name written with large letters, a different color for each flavor. However, these are the subtle aspects that make packaging look modern or outdated. An average buyer is unlikely to say what exactly they are, but they will always feel the general message and mood of the product. As for the Nils candies, the new packaging helps to neatly integrate into the existing visual trend in order to successfully enter new markets, including foreign ones. 

Read the full story of this project on lovemedo website