Winners 2017/Food Producers Bronze

Project: Monty Bojangles Taste Adventures

Client: The Monty Bojangles Company

Design: Springetts Brand Design Consultants

For confectionary start-up Monty Bojangles, its on-shelf presence is its primary means of catching attention. With changes to their production line enabling them to individually wrap their truffles, a new opportunity for sharing and gifting packs – at an accordingly elevated price point – demanded an appropriate packaging solution.

The packaging design needed to differentiate the new special occasion packs from the core range. Brand icon Monty the cat would have to feature strongly with the brand essence ‘Curiosity Thrills the Cat’ visualised. The finished packs tap into the celebration concept and the structural packaging signposts the gifting-and-sharing nature, while amplifying the ritual reveal of each truffle.

The design has been a home run, with The Taste Adventures Gifting Range delivering 39% of additional incremental sales over the key Christmas period. It successfully smashed through the brand’s previous £4/bag ceiling price achieving a new high price point 33% above core.