Redesigning Coles Confectionary Packaging to adhere to new Australian guidelines

To revamp the Coles Own Brand Confectionery lineup to adhere to Coles’ on-pack responsibility guidelines concerning marketing to children. The redesign should effectively convey the product’s appeal in an entertaining manner while maintaining its quality and ensuring prominent visibility on the store shelves. The updated Australian Guidelines mandate the exclusion of cartoon characters from packaging due to their strong appeal to young children. This posed a significant challenge since most confectionery packaging traditionally features such characters. Consequently, this directive compelled a deeper process from the conventional packaging design approach, providing an opportunity to explore innovative techniques.