The global agency's Sydney office was told to develop a motivating brand position through packaging to spark again the love for dark chocolate.
The intention behind the new design was to build brand appeal among new consumers and loyalists at the same time aligning with Club's brand vision.
Blue Marlin associate creative director Polly Williams said the dark chocolate category is designed to provoke desire in the consumer beyond simple seduction on shelf and wanted to inject a sense of passionate energy into the pack to evoke the sensorial experience.
Nestle Confectionery spokesperson Joyce Tan said Club is brand rich in heritage and the new design not only succeeds in creating captivating appeal, but also in creating a contemporary new pack, relevant to the current Australian market.
The range includes four varieties - Original, Roasted Almond, Peppermint Cream and Orange which have hit the shelves across Australia.
