24. Rationale/Conclusion

• Our brand, Desirables, was designed to compete with Farmbake Biscuits, but not overshadow Ernest Adam’s existing range.
• Our concept was to create a healthier biscuit, but still keep the sweet taste.
• This was achieved by replacing all the base ingredients with healthier alternatives. We added the sweet flavours, which consisted of chocolates and fruits.
• The macro trends that influenced our brand was the health and clean eating food movement. Now we live in a society where obesity rates are constantly growing and consumers are becoming more aware of the health concerns related with unhealthy processed and foods filled with nasty chemicals. This is where we decided to focus on clean eating as the inspiration for Desirables.
• Some central tensions were that the ‘health buzz’ may wear off, the ingredients may not always be sustainable, which would cause the price to fluctuate, and one of the biggest challenges Desirables may face is that consumers may not be willing to choose the healthier option as a treat. This is why the combination of the sweet flavours combined with a healthy but sweet tasting flavour, will work so well.
• Desirables will target healthy food lovers, consumers that have health related issues with food, and provide a healthier option for a household family biscuit.
• Desirables will be priced at $4.19 which is more expensive than the current range of Ernest Adams but cheaper than Farmbake. The price makes up for the raw ingredients which cost more.
• Our aim is to get consumers to realize that healthy treats can taste just as good as their sweet competition.

23. BIB 2

22. POS Display

For a display for our biscuit packages we considered doing a tall stand consisting of segments.

 

But after looking at that style and our packaging style we decided against it. We think this example would fit our brand and the current Ernest Adams brand.

 

 

 

 

 

 

 

• We would like Desireables to be displayed on slanted shelves kind of like bread stands.
• This would push the product forward each time a customer brought a box and would keep the shelves looking like they are fully stocked. It would also allow the packages to be stacked showing the front and top faces which have the main eye catching design and details you want consumers to see first.
• We would have smaller displays of this neutral wooden display with smaller ‘sampler’ boxes’ for the checkout counter tops to act as impulse buys.
• This smaller version which gets placed on counter tops would also work for places that promote health like gyms. People who work out still have a sweet tooth but are much more wary about what they eat. So having this option there for them would open the brand up to a whole new audience.
• A bit of information about the biscuits will be put on a brochure which will sit in a clear plastic brochure stand either beside the mini stands on desks or attached to one of the front parts of the big stand. Just to let consumers know why these biscuits are a great alternative for a sweet treat.
• Each side on the big and small stands would have a banner which is the height of the stand to draw in attention as it will be so bold.

21. Final Packaging

We decided on the square box with a slip which goes around the box which has the pattern on it. Its purpose is aesthetic but also to help keep the box together.

The biscuits will have plastic wrap around them while they are in the supermarkets for hygiene purposes.

 

 

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Coconut, Lemon, Honey

 

White Chocolate, Cranberry

 

Dark chocolate, Chili

 

Printed templates

 

 

 

 

 

 

Put together

 

20. Packaging Pattern Concepts

We decided we want to put some sort of pattern on the packaging which resembles the main flavours of each type of biscuit. We want to make the pattern resemble the origin of the flavour. E.g. Chili flavour would be a actual chili pepper or chocolate would be a cocoa bean.

We are going to do packaging for:

Dark Chocolate with Chili - Reds and brown
Coconut with Lemon and Honey - Yellows whites and oranges
White Chocolate with Cranberries - Whites and deep reds

 

Lemon

 

 

Chili

 

 

Cranberry