Nestlé International Travel Retail
Brand Concept and Guidelines, Packaging Design, Brand Activation, Videos, Social Media, Training Materials, Sales Collateral
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Create premium branding that will take Cailler back to the top of the international marketplace after a 50-years absence.
The Cailler brand couldn't compete against competitors at the global level, so we reworked everything apart from the chocolate.
We applied the design codes of premium confectionery - texture, restraint, layering and finesse (and ribbons) - to produce a box that oozed quality and heritage, and then expanded that universe to every single touchpoint, giving duty-free shoppers an attractive new option for great gifting.
Working with agencies in New York, San Francisco and Shanghai, we took the Cailler brand from duty-free shops to food trucks and pop-up stores and then to amazon.com.
Consumers flocked to pay a premium for the classy, timeless design, and to enjoy the immersive experience of - virtually - visiting Maison Cailler itself.