Client: Nestle Romania
Project: Packaging design
Joe is the local iconic Nestle brand of wafers, launched 20 years ago on the Romanian market.
The main objective of the brief was to grow the category value through innovations, consolidate leadership by increasing the market share, as well as to develop the category to a new stage, a premium one.
We aimed to capture the same Joe “light indulgence”, but with a touch of premiumness.
The main concept that took root in the creative process was that this range needs to communicate that it is more than snacking, less than “stress” eating – an indulgence that you can reward yourself with every day. Because we wanted to achieve a dynamic and premium look and feel from the get go, the design is centered on the precious colors, handwritten font and special finishing, such as selective varnish. In addition, the product shot captures the layers of the wafer, communicating a tasty look and an honest one at the same time.