Russell and Clara Stover were quintessential entrepreneurs who believed in producing the highest-quality candy possible, selling it at an affordable price, and following through with exceptional service. These principles have been the foundation the brand’s success for almost a century.
Though consumers have fond memories of the Russell Stover brand, as of late, it was not in their top consideration set as consumers saw it as old-fashioned and outdated, often associating the brand with their grandmothers. Revitalizing Russell Stover’s image was a critical opportunity to overcome this barrier to reignite brand interest.
Creable was challenged to assess the brand as a whole and redesign the packaging to help restore momentum and velocity by targeting latent users to buy more frequently and positioning Russell Stover as an irresistible, gift-worthy brand that boasts the best tasting products made from quality ingredients.
Design Objectives:
- irresistible & gift worthy
- unmistakably hand crafted
- break-through within category
Elements the Redesign had to maintain: 1) RS logotype 2) predominant white color 3) box shape 4) bow and 5) photograph of chocolates.
