Design Bridge

Justifying its higher price point, the Cadbury Heroes ‘Games Edition’ sharing tin added real value through its distinctive design, elevating the brand’s offer and growing sales by 187%. 

With seasonal sharing booming year-on-year, Christmas is a crucial time for confectioners and Mondelez International wanted to premiumise its Cadbury Heroes sharing tin for 2019.

The design would have to capture the sentiment of Christmas, but also add value through its offer and expand occasion for chocolate tins from seasonal, to year-round gifting. 

Having been overshadowed by competitors, Guinness Draught restored its impact at bar with a disruptive new fount. The eye-catching design was so sought after by bar owners that within 20 months, 22,860 British outlets had installed the new founts, dramatically exceeding the 30-month target of 13,000.

With improved shelf presence and increased awareness of its range, fresh dough brand Danerolles rose from decline to grow market share year-on-year following the launch of its bold, new design by Design Bridge.

Once a beloved brand, Danerolles was looking dated and was struggling to maintain share and relevance amidst copy-cat competitors. With a weak shelf presence and little differentiation between SKUs, consumers were generally only aware of the brand’s croissants offer.

With BBQs, pool parties and holidays like Memorial Day and 4th July, summer in the US is a key period for drinks brands. In these types of casual, social occasions, vodka tends to lose out to beer and other spirits, so Smirnoff’s new cherry, lime and raspberry flavoured summertime limited edition needed to break through.

A premiumisation trend within the booming gin category was putting mainstream players such as Gordon’s in danger of losing cultural relevance.

Aiming to improve brand perceptions and reduce production costs, Gordon’s underwent a fully integrated graphic and structural redesign. Ensuring Gordon’s was fit for the future whilst remaining true to its roots were key priorities.

Coffee consumption may be soaring in the UK, but not when it comes to instant. In 2016, 685 million less cups of instant coffee were drunk compared to the previous year.

As one of the original UK coffee brands and firmly associated with instant, Kenco was at risk of losing relevance. It looked to re-assert its credibility through a new identity and packaging design.

The design would need to move it away from being perceived as a pure instant brand, improve its shelf impact and grow Kenco through penetration. Boosting its taste and quality associations would be key.

Teenagers tend to consider themselves ‘too old’ to partake in the Christmas advent ritual, but Cadbury wanted to change this with its first Heroes Advent calendar.

The original plan was to design a traditional advent calendar pack; but to better engage teenagers, combining Augmented Reality (AR) technology with traditional design was suggested and the brief expanded.

L’OR was a small coffee brand with big ambitions to challenge Nespresso and its dominance of the luxury, in-home coffee experience market.

L’OR was to become the first non-Nespresso brand to offer aluminium Nespresso Compatible Capsules (NCCs), rather than plastic, to leverage opportunity in the strongly growing NCC category. But to truly rival Nespresso and become a global premium brand in its own right – not just a cheaper alternative – L’OR needed a contemporary, brand reinvention.

Lipton may be the number one tea brand in the world, but its range of green teas had been knocked off the top spot with sales down by 10.8%. They needed to bring consumers back, and they saw an opportunity to bring tea trends to the mainstream market with a range of matcha blends.

As they would have no advertising support, the design needed to work hard to persuade at shelf.

Despite the aging population driving growth in the incontinence market, the specific male incontinence market was largely untapped. SCA (the TENA parent company) was losing shares, so they had a big ambition to normalise male bladder weakness.

TENA already had a male-specific product, but strong social taboos were hindering its success, even though 1 in 4 men over the age of forty experience bladder weakness. The new packaging needed to be inspiring on the shelf, but also discreet to buy and store at home.