Pan-European creative consultancy DECIDE. were briefed by Penn State to create a limited edition Halloween pack for their Pretzels.
Grant Marshall, Creative Director at DECIDE. said, “DECIDE. has created a unique proposition for Halloween whilst still allowing the pack to sit comfortably within the visual territory of the core range”.
The seasonal pack was designed as part of a series of recent brand rationalisation and NPD projects.
Mac Patterson, Senior Designer Strategy & Planning at DECIDE. commented: “During a period of time when there are a lot of seasonal, limited edition packs hitting the shelves, the design needed to retain the essence of the Penn State brand but be visually impactful and evocative. The illustration style is inspired by classic Stateside ‘Trick or Treat’ imagery that appeals to children of all ages”
DECIDE. developed Halloween themed copy for the pack including the flavour variant ‘Devils Flame Roasted Chipotle Chillie’.
The Art for the pack was directed and executed illustrations in house by DECIDE.
“Decision-making at shelf is heavily influenced by visual triggers – many of them subconscious and designed to inspire consumption occasions and positive brand experiences.” says Michael Pagan, Strategy & Planning Director at DECIDE.
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