Nestle’s After Eight dinner mint brand has been revamped by Saica Creative as part of a UK-wide update of its on-shelf packaging.
The existing secondary pack provided no brand promotion, meaning the product disappeared into the box when cartons were running low. Tasked with creating a retail ready pack that would stand out and maximise brand recognition, the company developed a pack that preserves the traditional After Eight ‘clock’, combining it with sweeping curved edges to frame the confectionery. The branding now appears on all sides of the pack and is repeatable for multiple facings.
The final product is stronger and larger than the existing pack yet uses less cardboard, and is made from 100 per cent recyclable material.