Huhtamaki Brand Design Award

Award Criteria

This Award recognises the deliberate creation of brand value through its packaging. The winning entry was to be either an existing brand for which the packaging has been redesigned and enhanced to create new value or a new brand that is differentiated in its category, primarily through its packaging.

Entry Submitted By

Carter Holt Harvey

Package Title

Cadbury Old Gold

Package Component Manufacturer

Carter Holt Harvey

Package Designer Functional

Carter Holt Harvey ‘The Solution Centre’

Package Designer Graphic

Pinpoint Design Group

Package Owner

Cadbury Australia

Comments

The dark chocolate category is experiencing great activity and increased competition. Old Gold’s new sophisticated pack design has brought Old Gold seriously back into play with dark chocolate connoisseurs. Where the previous pack was dark and recessive, this new design manages to represent all the depth and darkness required to express the product, but does so without sacrificing impact and shelf appeal. Using powerful product illustrations, designers have managed to express an intensity of flavour through colour and contrast. This richness is enhanced with embossed gold foil, and the result is a new gravitas for Old Gold.