Arnott’s Shapes Hunger Busters

Design: The Edison Agency
Location: Australia
Project Type: Produced
Product Launch Location: Australia

With the supermarket snacking aisle consistently innovating, The Arnott’s Group recognised the need to introduce new Shapes flavours to create excitement in the category by activating their “flavour you can see” brand proposition. The Edison Agency was engaged to create a disruptive brand solution for the Shapes innovation and create surprise and talkability for Shapes at the key seasonal Summer holiday season.

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  • Retain the highly recognisable shelf presence seen across core range
  • Create a design with a distinct look and feel, creating a sub-range of limited editions that had strong shelf stand out to drive excitement and trial
  • Flavour needed to be hero to enforce Shapes USP and to aid shopper navigation in a cluttered space
  • Drive mainstream appeal with Australian families and youthful Shapes consumers

The solution is a spirited range inspired by Australia’s favourite comfort foods, the new limited-edition range includes all the hunger busting classics – Triple Cheese Toastie, Sizzling Steak and Onion, and Double Cheeseburger. Designed with flavour top of mind, this range packs a punch with bold pop art inspired graphic language and colour palette. The “Flavour You Can see” promise is brought to life through the heroic central flavour illustration that showcases the distinctive Shapes brandmark. Ben-Day dots accompanied by a bold two-tone background add a playful design solution that creates excitement and differentiation for the Aussie brand thats well and truly an established snacking national treasure!

What’s Unique? Bold combination of colour, pattern and shape – embracing the fun retro personality of the brand