The Drum Awards for Marketing Entry Deadline

-d -h -min -sec

Bulletproof designs new packaging for Carte Noire coffee


By The Drum Team | Editorial

April 23, 2012 | 1 min read

Bulletproof has designed a new look for Kraft Foods' coffee brand Carte Noire.

The agency said it wanted to move the brand away from its "very black packaging" to avoid connotations that the drink is too dark and bitter.

Client services director Kellie Chapple said: "Whilst Carte Noire had good awareness amongst premium coffee drinkers, there was relatively low consideration of purchase at fixture - which wasn’t helped by the brand’s very black packaging.

" By echoing the Carte Noire Refill’s sensuous design we’ve given the portfolio a more feminine and inclusive look and feel, whilst highlighting the product visual with golden flourishes suggests a smoother taste and reinforces the stylish and sophisticated nature of the brand.

"A consistent use of brand equities, clear communication hierarchy and obvious variant differentiation all help to build strong shelf presence and enable easy range navigation.”

The new jars launch in stores nationwide this month.


Industry insights

View all
Add your own content +