1. Pack Design

2. Pack History 1960

3. 3 Pack History 3 1972 UK

4. Pack History 1972 Export

5. Pack History 1975

6. Pack History 1984

7. Pack History 2010

8. Pack History 2011

9. Other Brand Changes

14. OLDNEW

15. Other Brand Changes OLDNEW Better shelf impact

16. Current Design Issues 2 colour print and illustration Unique landscape layout Colour not directly linked to flavour, all flavour panels are black Flavour names are complex and in small thin font Stripes stand out on shelf Stripes are not clear as a signal of sugar free as they are not related directly to the words sugar free The customer may think the design without the stripes is sugar free Fancy colour schemes are too complex and less classic Doubly placed information increases complexity

17. New Design Objectives Keep the heritage of the product Improve the flavour communication Improve sugar free/non sugar free communication Improve communication hierarchy Improve visibility on shelf Reduce double information Reduce visual “ noise ”.

18. Room for legislative text when required Proposed Design Bolder colour to enable standout on shelf White panel enables clearer text Flavour text in bold black print on a tone of main colour Unobtrusive technical panel EU Energy requirement Revised logo easier to read More modern trawler image Clear refreshing white sugar free text Heritage 2 colour print and illustration

19. Proposed Design

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