Percy’s Pantry

The brief for Percy’s Pantry Buttercake Brittle was about as high-stakes as packaging briefs get. A completely new product with zero sales history aiming to go straight to shelf in Costco Australia and New Zealand. Just a product sample and a pack design doing the heavy lifting convincing the Costco buyers that it was worth a shot.

A full range was developed across flavour variants. Costco selected the Buttercup option for ranging.

Costco’s shop floor is loud, busy and relentless to a shopper. Shelf impact from a distance isn’t a nice-to-have, it’s the baseline. The design leads with bold, bright colour built to cut through the visual noise from across the floor, and that impact has since been confirmed in-store footage showing the pack holding its own at distance.

The secondary challenge was familiarity. Biscuit brittle is not a product most shoppers will be too familiar with. The design shows the product on the front so there is no guesswork about what is inside, while strong flavour-variant imagery to build that appetite appeal fast, because in Costco you only really get one shot.