Romanian brand & packaging design AMPRO Design was selected by Nestle Romania to redraw the entire line of packaging for Joe waffles. Joe’s redesign started once with the repositioning of the entire portfolio and with the launch of the newest Joe product, Unveiled Temptations, waffle with cocoa sheet and milk cream.
Although the brief seemed simple, it was very hard to find the suited solution to redraw Joe’s packaging to match the new brand platform, Light indulgence. After internally testing at least 8 design paths, we decided to show lightness with a visual expression that combines photo-realist image with sketched illustration, remaining in the suited area for Joe’s consumers. Light indulgence = innocent pleasure, reason why we chose the cloud, the wings and the aura which, on one side, symbolize the pleasure innovence in enjoying a Joe waffle and, on the other, act as differentiator among assortments
Creative Partner AMPRO Design.
The consumers are choosing waffles as an easier alternative in sweets category, without giving up the pleasure of taste. The new brand platform is centered exactly on the 2 attributes, under the slogan Easy irresistible. Although it was quite hard to choose between the design directions proposed by Ampro, the winning one has conquered us with the simplicity of the idea and of the execution, which surprises very well Joe’s new positioning, insures good visibility in store and differentiation between assortments
Group Brand Manager Confectionery Nestle.
The teams working on the redesign included
AMPRO Design: Irinel Ionescu – Creative Director, Mihaela Dumitrescu – Account Director, Ana Poiană – Project Manager, Alin Pătru – Ilustrator, Danubiu Bârzu – Prepress, Francesca Mureșan – Senior Designer, Feodor Paula & Raluca Popan, junior designers.
Nestle Romania: Ioana Mocanu – Group Brand Manager Confectionery and Anca Moldovan – Senior Brand Manager JOE Wafers.