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Russell Stover brand, as of late, it was not in their top consideration set as consumers saw it as old-fashioned and outdated, often associating the brand with their grandmothers.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.
(Previous packaging included in set images)
Approach: To evolve the Russell Stover Vis ID to reflect its hand crafted origins and appear as more of an artisanal and indulgent brand that also brings forward its heritage.
Ingredients: showing them as they would be used in a real kitchen—with signs of the crafter’s touch. Real, chocolate crumbs on tabletop, chocolate drizzle to bring indulgence and decoration.
Colors/Materials: reminiscent of the candy crafter’s kettle, copper becomes iconic color and paired with marble as the packaging background to resemble a kitchen setting
Copper Bow Icon: to be used as an iconic asset throughout the brand
Chocolate Drizzle Bow: an evolution of the bow on the white box that is reminiscent of the crafter
Our client mentioned they have some excellent results from internal meetings and customers alike. :) We also gained approval to the lead VisID territories in less than a month. There were consistent consumer wins across key category drivers—both versus our current box and competitors. Because of the design, Russell Stover regained confidence AND gained incremental distribution in many national retailers.