Carman's: Real packaging made with real passion

The packaging of Carman's, a premium Australian muesli range, had long played an important role in the brand's development and equity, with its handwritten notes, rustic colours and vibrant designs.

Carman's: Real packaging made with real passion

Agency: ElmwoodClient: Carman's Fine FoodsCategory: Packaging, Branded - Food

Executive summary

The devil is in the detail

Sometimes the smallest changes can make a big difference. Whilst on the face of it Carman's packaging has not changed drastically, retaining key brand equities and injecting a bit more of the brand's personality on pack has had significant results. This is the art of effectiveness.

Carman's is an irresistible story of good old-fashioned hard work, commitment and belief. Since launching back in 1992, it's grown to become a much-loved breakfast...

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