Inspired by Roald Dahl’s 1964 book ‘Charlie and the Chocolate Factory’ and subsequent film adaptation Willy Wonka & The Chocolate Factory, the Nestlé brand’s initial offering launched in August this year and includes four variants: Triple Chocolate Whipple, Nutty Crunchilicious, Chocolate Tales and Caramel Hat Trick.
Bluemarlin’s Sydney studio was involved in a series of creative exploration workshops to uncover the unique areas for WONKA to develop. The goal was to capture the anticipation and excitement that people associate with the brand, and bring it alive via packaging.
In order to reignite the modern day interpretation of the slightly weird and wonderful world of WONKA chocolate, the designers were encouraged to ‘let their imaginations run wild.’ The result is packaging that illustrates some of the spectacular magic associated with the book/film’s famous chocolate factory, visited by winners of 5 golden tickets. WONKA’s signature burgundy holds the range together and creates strong colour blocking at shelf.
“Anything is possible in the world of WONKA,” comments Polly Williams, associate creative director of bluemarlin. “Our aim was to vividly communicate the magic and wonderful strangeness of that world while also creating a strong foundation for further explorations.”
“WONKA is a beloved brand that the family can enjoy,” comments Lisa May, head of marketing, confectionery & snacks for Nestlé Australia. “There is so much nostalgia surrounding the brand and people have a strong connection from their childhoods. Bluemarlin has successfully updated the design, capturing the pure imagination of the past and making it relevant for today.”
