Designed by BREAK, Italy.
Designer: Rossella Rabuffi, Stefania Bajardi
An Italian brand part of the Leaf International portfolio, Dietorelle is simply known a synonym for sugar free candies.
MARKETING OBJECTIVES
In a highly competitive market, with recurring product launches made by competitors and where sugar free was not any more (or at least, not enough) distinctive, Dietorelle opted for a massive repositioning, where taste returns crucial for the brand identity.
CREATIVE SOLUTION
BREAK offered an accurate and detailed visual interpretation of the new key concept: a modern, distinctive packaging with a literal explosion of taste departing from the brand, in the center of the pack, and appetizingly spreading all around: taste becomes the new plus of the well-established sugar free brand.
Not very appealing, far too much going on. From the font choices to the layout of the imagery, just not done very well.
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