Unwrap A Moment: Celebrate your everyday wins with deliciousness.
Russell Stover, traditionally a seasonal brand, sought to expand beyond boxed chocolates to meet consumer demand for everyday options. We explored packaging concepts for single-flavor bags featuring a new signature piece and messaging highlighting smooth, delicious chocolate.
THE BRIEF
A foil-wrapped piece to rival the market.
Russell Stover aimed to boost everyday chocolate sales by introducing single-flavor bags with a signature piece and chocolate-forward formulas. The focus was on creating a memorable shelf presence with smooth, melty chocolates and playful, brand-building messaging. The goal was to deliver innovative packaging that resonated with consumers and met their everyday indulgence needs.
WHAT WE DID
The Process
Brainstorm
We researched the market, consumers, and competitors to identify opportunities for Russell Stover. Based on strong positions, we created design camps with inspirational imagery, patterns, colors, and messaging to refine ideas that resonated with the brand.
Concept
Two strong design camps, “A Gift to Myself” and “A Whimsical Escape,” guided the concept phase. “A Gift to Myself” emphasized rewarding daily wins, while “A Whimsical Escape” offered a break from the hustle. Messaging, piece shape, and pack name differentiated the designs, with brand assets ensuring consistency and shelf recognition.
Refine
Final designs were evaluated against the brief objectives and brought to life through packaging mock-ups. This visualization helped refine the concepts, which were then tested in various spaces like social posts and digital ads to refine messaging and graphic elements.
