Strategy | Naming | Art Direction | Branding | Packaging | NPD | Illustration | Narrative | Guidelines
HOW TO RE-ESTABLISH THE NATION’S FAVOURITE BISCUIT BRAND, EXPAND THE FAMILY AND RETAIN THE CORE VALUE OF MISCHIEF.
We created an entirely new brand framework for the launch of new toffee and chocolate product groups under the familiar Dodgers brand. This became one of the biggest FMCG new product initiatives of 2011.
To draw on nostalgia, we retained the original ‘Dodgers’ font, derived from The Beano’s ‘Rodger The Dodger’ comic strip. We added a ‘heart’ to the ‘O’ to hero the heart of the product and changed the logo font to a subtle, cream colour for consistency across variants.
For the packs we chose a vivid, retro sunburst as a backdrop, allowing for bold variant differentiation. We also added product specific photography in an old-school storybook style.
A life size product shot now precedes the logos and we scribbled cheeky marker pen style graffiti, to hero the heart of the product with ‘Everyone Loves’. This graffiti appears as a variant strap-line such as ‘Jamtastic’ and ‘Get stuck in!’ – which was chosen as the brand strap-line for advertising.
We created bold sub branding for the core family extensions. Each product is a different proposition that targets a different audience or occasion and we communicate this in both the graphic elements and on-pack tone of voice.
For the brand guidelines we looked back at the brand’s roots and the fact that the Dodgers font is derived from The Beano’s ‘Rodger the Dodger’ comic strip. Our design takes the form of a hard back comic annual and is full of interesting facts, doodles and tone of voice that’s in keeping with the brand.
We’ve also been working on other exciting NPD and seasonal projects for Dodgers, so keep an eye out in the supermarket!