Galaxy – Design versus a 26 million-pound gorilla
Packaging Branded – Food & DrinkBrandhouse
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...