Galaxy – Design versus a 26 million-pound gorilla

Packaging
Branded – Food & Drink
Brandhouse

EXECUTIVE SUMMARY

This is a paper about a long-established brand, Galaxy chocolate, and how its fortunes were transformed, both in the UK and internationally, by a long-term commitment to the use of design to drive growth.

It sets out:

  • the 'big idea' behind the design

  • the three stages of the process

  • the spectacular success that resulted

The first stage, in 2004, saw a new brand identity and packaging. This was supported in the following months by communication and promotions, and together resulted in market share increasing, month after month. Of particular interest here, however, is the two-month period after the redesigned product reached the shops, but before the supporting activities. During this design-only period, the brand saw: