Package Design - May 2015 - (Page 18)

"Toll House has done a really nice job on job on Pinterest and some other social platforms because of the unique truth of the product," O'Reilly shares. "It's about the baker." The package design, with its moment of reveal, is central to the brand fan experience for the chocolate mints. iconic red Nescafé mug and a stylized graphic device, the "hub," which is an aerial view of a mug of coffee. To reflect coffee's status as a social product, the REDvolution also includes digital and social innovations and services, such as the first social alarm clock providing a personalized wake-up call. Nescafé also grew its online Facebook presence to more than 25 million fans in little over a year. KNOW YOUR BRAND TRUTHS TODAY The Nescafé rebrand exemplifies the practice of refining brand identities to fit consumer relationships with products today. "It's all about being really humble and practicing and honing the art of listening and observing, especially in the case of Nestlé where we have more than 2,000 brands," O'Reilly remarks. "Every designer, every insights person, every marketer and even R&D designer or product developer needs to truly understand the brand's intrinsics [intrinsic truths], and also understand the relationship that it has with people." Here, O'Reilly has an advantage. "I had adventurous parents," she says. "They were from England and Ireland, but I was born in South America. And then my father joined many international companies, so I grew up in many places. I also spent quite a bit of time here in the U.S." That time in the U.S. includes work on the branding- and designagency side. "I'm not sure if this is even a term anymore, but I started in 'corporate identity,' working in San Francisco at Interbrand," she explains. Much of mid-'90s thinking about branding and brand identity was very formative for O'Reilly. "We should be approaching all of our product brands in the same way," she says. "We are just bypassers in the lives of these products and these brands. So we need to make sure that we're cul- 18 MAY 2015 O'Reilly is careful to encourage use of natural cues only when it's authentic to the product identity. "Visual authenticity is definitely a trend right now," she says. "But let's not use it when it doesn't reflect what's on the back panel." tivating a culture of understanding that's if we touch any part of these iconic elements, there needs to be a very good and solid reason for it." O'Reilly cites After Eight as an example of package design that's relevant because of its heritage. "I have visceral memories of this brand from my childhood in the '70s when my parents would entertain," she recalls. "They would always close the evening with an After Eight pack. In the morning, my brother and I would run down and we would rummage inside of the box. We hoped that within one of these sleeves, there would still be an After Eight." For O'Reilly and her brother, the discovery was as much part of the experience as eating a chocolate mint. "There are all these individual pockets and you can't really tell if they're really empty because some people take out the sleeve to eat the chocolate and some people just take out the mint and leave the empty sleeve inside. So if we [Nestlé] were to make a decision based on cost, I'm sure we would eliminate all of these little sleeves, right? But we would be eliminating this ritual. So that's why I really ask the teams to understand the whole brand experience especially when it relates to product." That isn't to say that O'Reilly is resistant to change when it makes sense. "[François-Louis] Cailler was the inventor of milk chocolate many years ago," she explains. "Cailler, the factory, which is about 20 kilometers from our headquarters in Switzerland, still is producing the chocolate today. And all of the milk that goes into our products is from within 30 kilometers of the factory. There's a real product truth. It's meaningful, and the product's delicious. But it is a product that in Switzerland people take for granted." Here, Nestlé did a holistic product and package revitalization. "It was about saying, 'OK, if we introduce a new line with some innovation, how do we do that and get Swiss consumers who are the biggest chocolate

Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
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Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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