reigniting old passions
Brand Strategy . Visual Identity . Packaging Design . Range Development . Production
Distinctly crafted, After Eight is a brand with history and status, a confectionery product that has its own social ritual.
With declining sales, despite attempts to modernise, Nestlé came to Echo to restore After Eight’s iconic specialness.
By adding a touch of formality we reasserted the brand’s role as a well loved social ritual with both loyalists and a new generation of consumers. The redesign was in the detail; by crafting each precious element and putting the heart of the brand on the outside, it felt special once more.
The golden clock was re-crafted and stamped on each crisp, dark green square, representing a special moment of indulgence. The sophisticated swirling typeface evokes days of elegance and splendour. After Eight’s new found premium status has made consumers fall in love with the brand all over again.
Senior Brand Manager