Kraft Peanut Butter is Canada’s favorite peanut butter. Instantly recognizable and beloved by Canadians of all ages, it’s a brand with huge cache. When we approached designing for a new hazelnut spread with cocoa that boasts a delicious flavor, low in saturated fat and no palm oil, we knew it needed to cash in on Kraft’s mega-power brand – while still making a statement of its own.
The package needed to instantly grab the eye and make an impression – but it also needed to clearly communicate the product has no palm oil and is low in saturated fat, a key point of difference from the competition. With these goals in mind, we set about designing a package that could help Kraft Hazelnut Spread shake up the category.
As we developed ideas for the Kraft Hazelnut spread with cocoa design, we knew we wanted a clean and bold look with “stopping power.” With limited label space to work with, the round bagel shape creates a bull’s eye, capturing attention. The circular shape is simple, yet powerful and provides a perfect frame for the famous Kraft bears. On the edge of the label we hinted at flavour with a few errant hazelnuts just in view.
Kraft’s Hazelnut with cocoa spread has just hit the stores and is flying off the shelves!