Winners/Food Producers Bronze

Project: Carman's Refresh

Client: Carman's Kitchen

Design: Elmwood

Australia's number one muesli brand was facing increasingly tough market conditions, which resolved them to strengthen their position in the category by redesigning their packaging. The aim being to retain their market leadership position, as well as but also growing their value share of breakfast products.

With a fun and approachable personality, a focus on ‘gourmet cookbook’ style photography, and a striking on shelf display format; the new packs flew off supermarket shelves. A 21% jump in baseline unit sales was achieved over a period of 26 weeks following the launch and Carman's has successfully retained their number one spot in a progressively competitive market. They are on track to grow market share of muesli from 27% to over 30% and the new design also provides brand architecture for growth beyond muesli, with key design elements forming the basis of a refresh across the rest of the portfolio and NPD products.