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Limited edition packaging
Published:
Kraft | Easter Eggs Limited Edition 2012

Challenge
Kraft was the first ever to celebrate Easter with large brand dedicated plastic eggs filled with a variety of delicious chocolates. A success that was soon answered by similar concept from competitor brands. This year Kraft sought to re-establish their innovative character based on the same successful packaging concept. How to recreate high visibility on a very crowded shelf?
Solution
Based on the same structure concept, this years Easter eggs were transformed in a stunning collection of 4 limited edition packs. Instead of the traditional Easter codes, each egg became an art object through the usage of a colorful pattern inspired by the individual brand equity elements. Nice graphics and colors represent the brands and the products hidden inside. Aribbon holding the different brands as a label is making the link between these4 colorful and joyful designs. The success of this years Easter eggs have set the tone for an annual limited edition repetition.