Gippsland Dairy Christmas Packaging
Historically, the yogurt category doesn’t get a lot of attention during the Christmas season. Gippsland Dairy wanted to leverage this and drive engagement and excitement with visually appealing and delicious Christmas inspired yogurts.
Gippsland Dairy wanted to help everyone enjoy this festive season by combining their traditionally delicious products with well known Christmas flavours! And what better way to finish off the year than release them to consumers exclusive to Woolworths!
Releasing deliciously festive yogurts: Brandy Butter Caramel Twist, Two Mix Ins flavours – Christmas Cake And Gingerbread Crunch
Davidson was commissioned to design a Christmas take-over packaging for all 3 skus whilst heavily incorporating individual flavour elements onto the pack. Davidson was also tasked with creating a design system that allows consumers to easily differentiate the flavours from one another whilst maintaining the same look and feel across the skus. All while ensuring that the design catered to a slightly older audience.
The overarching concept for this range was the art of gift-giving at Christmas time. As a limited Christmas range, this was Gippsland Dairy’s gift to their consumers. The addition of the Christmas ribbon and gift-wrapping-themed background on the Front of the Pack clearly communicated this theme.
When designing the new packaging, Davidson had to maintain the Gippsland Dairy brand, so it was easily identifiable by consumers whilst also giving the design a Christmas look & feel. With the majority of the Gippsland Dairy consumers being an older demographic, it was essential to maintain a level of sophistication and class with the design. This formed the basis of the decision to refrain from the inclusion of any Christmas-related cartoon characters. Instead, we introduced subtle Christmas additions like the Santa hat and wreath on the Gippsland cow & farmer.
As three different variants were released, it was important that each flavour variant had its own personality but looked unified together as a set. Implementing a combination of mix-in ingredients and a reverse colour treatment was chosen to distinguish between the different flavours. The deep red and special gold were used to elevate the brand and reinforce the limited nature of the product.
A core part of the Gippsland Dairy experience is to create a cohesive set of designs across all the different touchpoints, including the shipper. To continue the Christmas spirit, we applied a Christmas present wrapper to the SRTs, which was supported with a ‘Merry Christmas’ message.