The festival season, particularly Diwali, is a key period for India’s confectionery category. Nestlé decided that they wanted to overhaul their gifting range to improve their presence at this crucial time. FITCH was asked to create a cohesive look and feel for Nestlé selection boxes that would work across different formats and price points.
We spotted the opportunity to set a new benchmark for gifting in India. Firstly, we needed to create a strong and ownable brand language that would ensure that Nestlé’s range stood out at the point of purchase. Secondly, we wanted to build a sense of anticipation and excitement.
FITCH developed an illustrative style that captures the essence of the festival period. The new gifting packs are adorned with lanterns and symbols associated with Diwali, the festival of light. FITCH also used blocks of strong colour to increase stand out, particularly in the unorganised retail trade.
Vivid but complementary colours that work together tonally ensure that the effect of the range as a whole is greater than the sum of its parts. Together, the range gives Nestlé a strong and visible presence during Diwali.