I have always been an admirer of Ferrero packaging and point-of-sale material and I was even more impressed when I saw how they updated the Rondnoir carton.

No doubt the previous design was unique, had character, appetite appeal and a very elegant design and printing (as well as embossing). However, the marketing people at Ferrero probably found out that the relation Ferrero-Rondnoir was not optimal. Therefore, they changed the Rondnoir brand, stressing the word ROND and creating a unique logotype (and package design) at the same time as they reduced the corporate brand which, of course, makes sense. The Ferrero policy is to have strong product brands (Mon Chéri, Rocher, Kinder, etc.) with a rather small corporate brand.

The background has become less busy which helped shelf impact. Then Ferrero did something I personally like very much. In this connection, you can read the article “First you design, then you decorate” somewhere on www.packagingsense.com. Ferrero added a decoration to give the pack design even more personality and, at the same time, they signalled a new recipe. The reader will now say “yes, but it has become more busy”… Indeed it has, but I believe that what a pack design needs most of all is personality and this patterned design has no doubt a far higher memorability!

And once more Ferrero designed not only the front panel, but all other panels, outside as well as inside, in order to make the pack INTERESTING!

I think we have a lot to learn from Ferrero, as for instance

• • no netweight on the front, but the number of pieces;
• • great choice of material, be it plastic or carton;
• • embossing whenever it can enhance an illustration;
• • easy opening and reclosure.

Well done, Ferrero!