Nestlé Allen’s
Bags of smiles.
Brand Packaging for an Australian Icon.
Allen’s lollies are as Australian as Vegemite and meat pies, but this well loved brand was in need of a little refreshment. Nestlé wanted to retain key brand equities; the Allen’s oval logo, the distinctive red colour and the characterisation of the lollies in some form. We also had to add a ‘window’ on the pack to see the actual lollies within the bags. Allen's sell moments of joy that create a magical sense of childlike wonderment. With our positioning of ‘Bags of Smiles’ we added a smile underneath the Allen’s logo to create a clowns face. The smile doubled as the product window on the bags.
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