W I L S O N ' S T O F F E E S
- H o m a g e -
The Student Goldpack initiative came with 3 briefs that participants could choose from. The chosen brief for this project was No.2 (Brand Power). It stated that you should identify any brand/ packaging that is poorly designed whether structurally, visually or in terms of portion size and address the issue whilst creating a 'big brand' look for the chosen brand or product.
After exploring a few options (and a few brands) I decided to work with the iconic Champion brand, more specifically, Wilson's Toffees. This is a legendary product in South Africa with a great reputation. The observed issue with this product is the random portions in which they are sold. It comes in packs of 16 (shelf- ready bags), boxes of 120 units and they can also be bought individually where you can pick and choose between flavours and quantities. The boxes of 120 is for bulk- buying and the packs of 16 is a little too big (and inconvenient) for one person's delight.
In conversation with arbitrary individuals I concluded that packs of 6 or 8 toffees might be more convenient. Some people also mentioned that they found it unhygienic to take individual toffees from containers in tuck shops or garage cafes. The question of portability also came to mind seeing that the individually bought toffees had to be thrown into handbags or jacket pockets.
I addressed this problem by designing small boxes that contained 8 toffees. I also decided to give this iconic product more recognition and praise by creating envisioned personalities of each individual flavour. These "personalities" are depicted in icons and a laudatory name that compliment the observed flavour. This adds a new facet to the product, extending the brand and giving it a more modern and quirky look and feel.
For this project I decided to work with the six most popular flavours; Banana, Creamy Toffee, Original, Buttermilk, Fruit Punch and Candy Cola. I also created an assorted box that contains the four favourite flavours (Candy Cola, Creamy Toffee, Fruit Punch and Buttermilk).
