Retail, Ecommerce and FMCG

Schmitten

Schmitten

Packaging and category direction for a premium chocolate launch.

The Situation

Schmitten was launching a premium chocolate line into a crowded FMCG shelf set. On a shelf, a shopper decides in seconds, and a new line that reads like its neighbours gets compared on price alone.

What We Did

Denion worked on Schmitten across Creative, Content and Production and Brand Strategy and Identity.

How It Worked

  • We started from the shelf: what the category looks like, what a premium cue is, and where the brand could stand apart without looking out of place.
  • Packaging and category direction were set together, so the pack, the range structure and the way the line is described all argued the same position.
  • Product photography and launch content were directed against the same system, so the shelf, the site and social read as one brand.

What Changed

The launch read as premium from its first listing. The range was presented as a considered line rather than a one-off product, and the conversation moved away from price and toward the brand.

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  • Industry: Retail, Ecommerce and FMCG