Range Architecture • Packaging • Activation • Limited Edition • Social
Refreshing a confectionery classic
We love a big range refresh brief, so when we were asked to redesign Starburst, we jumped feet first into its ‘Unexplainably Juicy’ world.
The Starburst range had become recessive on-shelf and was losing ground to the competition so our task was to increase standout, ensuring there was a clear, brand-led design solution for future growth and extension.
We started by putting the juice back into the core of the brand encapsulating the logo in a big yellow burst of juicy flavour. We then created individual personalities for the range products that clearly communicated their differences without distracting from the Starburst hero. The result is a simple architecture that places the brand promise at the heart of the design and dramatically increases shelf standout whilst providing a clear platform for segmentation of products to help shoppers navigate and choose their favourite.
We used the back of pack to create individual juicy Starburst stories, to amplify brand tone of voice and to connect the packaging to the successful advertising campaign.
We then created in-store and online activation support maximising our shelf blocking opportunities to increase standout at point of purchase.
Once the range was unified we had a solid platform from which to design seasonal and limited edition offers. For example, Starburst Halloween.
The new design architecture gave the brand a clear platform to extend into new categories. For example, Starburst Gum.
“You guys have been awesome – hugely patient and very skilled in making the work look so beautifully simple and flow so smoothly. We particularly appreciate all the provocations throughout. It felt like a true partnership. It has been an absolute pleasure working with you all.”
Starburst Brand Director