Package Design - May 2015 - (Page 20)

"For quite a lot of my career, I was a single mom with children," O'Reilly shares. "It is difficult to balance everything, but it also makes you sensitive to your consumers." This insight helps when she is working on the branding and design for Nestlé's Maggi. "If you are starved for time, Maggi is one of those brands that helps people just get to a better end result in a shorter amount of time," she explains. "Maggi, today, is a phenomenal brand that has everything from bouillon cubes to modern cooking helps." A holistic product and package revitalization made the product more relevant to more Swiss consumers. The digitally printed designs vary to convey the fact that each chocolate bar is unique. What O'Reilly learned was that there's a language that spans borders. In a sense, design serves as an innate Esperanto. consumers in the world, to actually notice it and pay attention?'" Nestlé launched Cailler Les Recettes de l'Atelier, a chocolate bar line with premium inclusions, such as freshly roasted whole hazelnuts, crunchy almonds and pieces of fruit, visible from the top of each bar. As a bar is made, the inclusions are dropped onto it- making each bar a unique product. Nestlé wanted to convey the concept of a unique experience in a subtle and authentic way. "Because we have the luxury of using digital printing, we actually did a number of different facings," O'Reilly explains. "It didn't need to be consumer noticeable. It was just that little wink in the eye that if you happen to see the product stacked on shelf one after another, they weren't all identical." KEEPING IT SIMPLE In its frozen foods business, Nestlé noticed a shift in consumer buying habits and expectations for frozen foods. Today's Lean Cuisine consumers, O'Reilly explains, are looking for fresh food and convenient cooking even outside of the freezer. Nestlé introduced simpler foods that better fit into modern consumers' preferred 20 MAY 2015 eating style. "Many of the products have changed themselves, and so we're presenting them in a way that echoes the merits and the fundamental truths of the product," she says. "This is difficult for quite a traditional brand, which has played by certain rules for many years, to pivot a bit and to change the way that it presents its food." An example cited by O'Reilly is the use of different textures for the background, whether it be slate or different plates. This understanding of visual language was honed during O'Reilly's time in Asia. "I've had the good fortune of living in places where I didn't speak the language," she says. "I thought that I knew a substantial amount of Japanese until I went to live there. I found that I had to use my powers of observation much more." What O'Reilly learned was that there's a language that spans borders. In a sense, design serves as an innate Esperanto. "We may think that we're so different from one another," she opines, "and in some cases we are. But nevertheless there are universal truths that we can tap into if we approach things from a very empathetic matter." l

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
Package Design - May 2015 - 70
Package Design - May 2015 - 71
Package Design - May 2015 - 72
Package Design - May 2015 - 73
Package Design - May 2015 - 74
Package Design - May 2015 - 75
Package Design - May 2015 - 76
Package Design - May 2015 - 77
Package Design - May 2015 - 78
Package Design - May 2015 - 79
Package Design - May 2015 - 80
Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
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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